It was the fourth year for Amazon Prime Day, which was actually 36 hours this year. Amazon discounts thousands of items with a goal of adding more Prime members, which is a $119 annual fee that includes free shipping, free movies, and an assortment of free music. Westwood One commissioned IPSOS to examine purchasing during the event. They surveyed 2,010 people 18 and over online, during and after the event.
Westwood One/Cumulus Chief Insights Officer Pierre Bouvard writes in his latest blog that the IPSOS survey shows that Amazon’s TV campaign over-delivered older consumers who did not purchase, and online and AM/FM delivered a more even audience distribution. “Those who recalled having seen online and AM/FM radio advertising for the Prime Day were equally distributed among 18-34 Millennials, 35-54 Gen X, and 55+ Boomers. Those that recalled having seen the Prime Day television campaign skewed decidedly older. Almost half were over the age of 55.”
The survey, according to Bouvard, also concluded that the profile of the Amazon Prime Day TV audience delivery does not match Prime Day purchasers. “Eighty-one percent of consumers that made a purchase on Amazon Prime Day were 18- to 54-year-olds. The majority of those that recall Amazon’s Prime Day TV ads were 55-plus.” And, as a result, Bouvard says that e-commerce marketers would be wise to use a greater allocation of AM/FM radio at the expense of television, which over-delivers older, non-purchasers.
Bouvard writes that AM/FM radio and online did the best job of converting awareness into purchases. “Among those that recalled online ads for Amazon Prime Day, 26% made a purchase. Twenty-five percent of those that recalled AM/FM radio Prime Day advertising made purchases. A smaller number of those who were aware of Prime Day TV ads (22%) made a purchase. Among 18- to 49-year-olds, AM/FM radio had the highest conversion of awareness to purchase.”
