One of the largest tests of AM/FM radio advertising was conducted in Spring 2024 in just over 20 local markets. The campaign ran across a broad mix of small, medium, and large markets. The two-month AM/FM radio campaign featured heavy media weight with 500 monthly GRPs, generating a monthly reach of 75% and a 7 frequency. Claritas and MARU/Matchbox both ran studies on the campaign. The results are highlighted in this week’s Cumulus Media | Westwood One Audio Active Group® blog.
• Advertising creates memories and memories generate sales; Clicks don’t generate sales
• A significant test of AM/FM radio advertising in over 20 markets found AM/FM radio worked: Total unaided brand awareness grew +10%; Among heavy AM/FM radio listeners unaided awareness soared +16%
• Claritas attribution measurement revealed the AM/FM radio campaign generated an +8% lift in leads, +8% increase in signups, +9% in registrations, and +12% growth in purchases
• A series of Tracksuit brand studies for TikTok revealed successful brands need to “be known before their needed.” The greater the awareness, the greater the conversion rate. A strong brand makes performance marketing work harder.
Check out the completely new blog post HERE.
Watch the 12-minute video of the key findings HERE.
To download the slides, click HERE.
