Westwood One

— Among those exposed to TV, online, and radio ads, radio did the best job converting awareness into Prime Day purchases —

NEW YORK, NY, July 22, 2015 – A new Ipsos study commissioned by Cumulus Media/Westwood One has revealed advertising drove significant awareness for the July 15 Amazon Prime Day sales event. The online study surveyed 1,005 Americans July 17 to July 20, 2015, via the Ipsos U.S. eNation service.

Cumulus/Westwood One commissioned the study in order to understand how effective advertising and radio is to drive online purchases.

Key survey findings include:

18- to 34-Year Olds Were the Engine of Amazon Prime Day

Profile of the Amazon Prime Day Purchaser

Those who purchased at the highest rate during Amazon Prime Day were Millennials, households with children, and the full-time employed, as seen below. (How to read: 26% of full-time employed Americans made a purchase on Amazon Prime Day. Overall, 18% of all Americans made a purchase on Amazon Prime Day.)

Exposed to Ads for Amazon Prime Day

Percentage who Purchased During Amazon Prime Day

Have Amazon Prime (18-49)


Persons 18-34


Household with Children


Full-time employed




College Degree


$50K Household Income


Total U.S.


“Advertising put Amazon Prime Day on the map, and radio was the most effective at converting awareness into purchases,” said Pierre Bouvard, CMO of Cumulus Media and Westwood One. “The greatest Amazon Prime Day purchases occurred among Millennials, households with children, and those with a full-time job — precisely the profile of the American radio listener.”

Amazon reported that Prime Day broke records, resulting in more new members than any single day in Amazon history and 398 items ordered per second. Worldwide order growth increased 18% more than Black Friday 2014.

comScore (NASDAQ:SCOR), the industry-leading digital analytics company, confirmed the success of Amazon Prime Day. Gian Fulgoni, comScore’s Co-Founder and Chairman Emeritus, said: “comScore data revealed that there were more Amazon buyers and transactions on Prime Day than we observed on Black Friday in 2014, which is particularly significant since that was the fourth heaviest overall e-commerce spending day of the entire 2014 holiday season.” Fulgoni added: “Also impressive was the fact that Amazon Prime membership enrollment shot up on Prime Day to a rate many times higher than we typically see.”

About Westwood One
Westwood One offers audio products to engage listeners whenever, wherever they are. We are a trusted connection between audio companies, advertisers, and audience, reaching hundreds of millions of monthly listeners. Our portfolio features exclusive brands people love, such as the NFL, Westwood One Backstage, NASH, Rdio, and more. As the national-facing arm of Cumulus, we represent more than just a radio network; we are a multi-platform provider of sports, music, news, spoken word, and digital content.  Visit WestwoodOne.com.

About Cumulus
Cumulus Media (NASDAQ: CMLS) combines high-quality local programming with iconic, nationally syndicated media, sports and entertainment brands in order to deliver premium choices for listeners, provide substantial reach for advertisers and create opportunities for shareholders. Cumulus provides exclusive content that is fully distributed through approximately 460 owned-and-operated stations in 90 U.S. media markets (including eight of the top 10), more than 10,000 broadcast radio affiliates and numerous digital channels. Cumulus is well positioned in the widening digital audio space through a significant stake in the Rdio digital music service, featuring 25 million songs on-demand in addition to custom playlists and exclusive curated channels. Cumulus is also the leading provider of Country music and lifestyle content through its NASH and NASH Icon brands, which serve Country fans through radio programming, NASH magazine, concerts, licensed products and television/video. For more information, visit www.cumulus.com.

Jana Po