The most recent blog post from the Cumulus Media | Westwood One Audio Active Group reveals data from research indicating that heavy AM/FM listeners and heavy podcast listeners “spend significantly more on home improvement than heavy TV viewers.” Other takeaways from the research include: 1) Audio is an ideal
media platform to tout home improvement e-commerce as heavy AM/FM radio and podcast listeners are more likely to shop online; 2) AM/FM radio generates significant incremental reach for home improvement TV campaigns: Recent TV campaigns for The Home Depot saw significant lift in reach with the addition of AM/FM radio, especially among younger demos; 3) AM/FM radio generates three times the sales lift of TV in a historic Nielsen TV and AM/FM radio sales effect study for a home improvement retailer; and 4) Home improvement media plans are overweight on linear TV and underweight on audio: The optimized plan should consist of 45% AM/FM radio, 30% linear TV, and 24% podcasts. See the blog post here.
