Westwood One’s Pierre Bouvard is out with another blog touting the power of radio. This time Bouvard says that, with television audiences declining and rampant fraud in the digital space, consumer packaged goods brands are rediscovering radio as a way to reach new customers.
Bouvard says a major food brand recently introduced a new breakfast product and only used AM/FM radio for the launch. Then, Westwood One retained MARU/Vision Critical to conduct a study of 500 respondents before and 500 respondents after the radio campaign aired to measure brand effect and sales impact.
Here’s what Westwood One says resulted from that study:
– Awareness for the breakfast brand products grew +7% and +12%. As a result of the AM/FM radio campaign, product awareness increased. Heavy AM/FM radio listeners, in particular, were more likely to be aware of the breakfast brand’s products.
– Purchase behavior increased +13% for the parent brand after exposure to the AM/FM radio campaign. After the AM/FM radio campaign period, +13% more consumers said they purchased products from the breakfast brand. Nearly one in three adults would be very likely to buy the breakfast brand’s products after hearing the AM/FM radio ad.
– AM/FM radio grew product trial and brand awareness +26%. After the radio campaign, +26% more respondents said they were aware of the product category and actually tried it.
Bouvard says this breakfast brand study confirms findings from a series of return-on-advertising-spend studies conducted by Nielsen Catalina. “On average, one dollar of AM/FM radio advertising generates three dollars of incremental CPG sales. Whether the goal is to drive purchase, tune-in, or store traffic, AM/FM radio has a track record of delivering a positive return for brands. AM/FM radio’s power as a medium that drives action is evident. It works for TV tune-in, retail, quick-service (fast food) restaurants, and, as evidenced further by this breakfast brand study, consumer packaged goods.”
Read the full blog HERE.
