AM/FM radio delivers quantifiable results for brands

In recent study, Nielsen and comScore put the radio airwaves above television, Google, Facebook and Twitter. These results were discussed in a recent article by Westwood One:

AM/FM radio delivers quantifiable results for brands. It reaches a massive audience, influences consumers when they are looking to spend money and drives sales. And the reasons are easily explainable, according to a new post from the Westwood One website.

 Foremost in making radio so effective is that, simply, it is the No. 1 mass reach media. The same statistic that the industry has been touting for the last several years remains concrete truth: AM/FM radio’s weekly reach is 93% of Americans.

 Behind the wheel, radio also continues to be dominant. “Advertisers have a unique opportunity to make an impact and be heard on the path to purchase when consumers are in the car,” says Pierre Bouvard, chief insights officer at Cumulus/Westwood One.

 And according to the just-released Q4 2017 “Share of Ear” study from Edison Research, 87% of all time spent with ad-supported audio in the car is… that’s right: AM/FM radio. “Advertisers can be top of mind before shopping decisions are made as consumers travel to stores,” Bouvard says.

 In addition, Nielsen has conducted dozens of radio ROI studies representing a variety of ad categories. Nielsen reports that AM/FM radio has an average ROI of $10 of incremental sales for every dollar invested in AM/FM radio ads. That’s $10 to $1 in quantifiable results.

 Says Bouvard, “Reach consumers on a massive scale, influence them when they are primed for making purchase decisions, and rely on a medium with a proven track record of driving significant ROI. AM/FM radio delivers for brands.”

 Inside Radio

Wednesday, January 3rd, 2018