Details of a new Nielsen study, commissioned by Westwood One, were released Monday. The focus was listeners who were exposed to a “major motorcycle” brand that ran ads during Westwood One’s coverage of the NFL and NCAA basketball. Nielsen compared brand images among those who heard radio ads on Westwood One’s NFL and NCAA broadcasts, and those who were not exposed on radio but did watch the games on TV.
Westwood One/Cumulus Chief Insights Officer Pierre Bouvard writes in his latest blog that the radio campaign resulted in “massive ad recall.” “Among motorcycle owners, the NCAA radio campaign resulted in a 72% increase in advertising recall. Ad recall was very strong in key demographics. Notice how much stronger ad recall was among those who had ever owned a motorcycle. Radio ads work well when messages are relevant to people emotionally connected to a category (ever owned) or those in the market to make a purchase.
Bouvard also said the results of the study show that Westwood One’s radio campaign drove a “stunning increase in purchase intent.” “Compared to those who had not heard the campaign, those exposed to the campaign had a 63% increase in brand purchase intent! Up and down the purchase funnel, those exposed to the radio campaign showed a strong increase in all key measures.”
According to Westwood One, this radio campaign also drove “significant interest in the brand’s website.” “Those exposed to Westwood One’s NCAA basketball audio were 33% more likely than those who were not exposed to visit the motorcycle brand’s website.”
Read the full blog HERE
