Since 2018, pharmaceutical and drug store spend on network radio has soared +59%, according to Miller Kaplan. Here are two case studies that illustrate why AM/FM radio works so well for the pharmaceutical category.
To determine whether “sight, sound, and motion” trumps audio ads, ABX, the leader in syndicated advertising effectiveness, examined the largest head-to-head creative study of audio and video ads.
In 2018, a major pharma brand began using AM/FM radio in a meaningful way, long before the pharma industry considered AM/FM radio as a viable media platform. The brand wanted to measure the impact of its audio investment. The Cumulus Media | Westwood One Audio Active Group® retained Signal Hill Insights to conduct seven brand tracking studies over a four-year period.
Dentsu, one of the world’s largest media agencies, released a historic, first-ever study of media attentiveness that compared podcasts and AM/FM radio ads with all manner of visual ads.
Last week Pfizer, the pharmaceutical giant, named Publicis Groupe as their new media agency and awarded Interpublic Group as their lead creative partner. One surprising aspect to Pfizer’s recent success has been its use of AM/FM radio as a key element of its media plan. Here's how Pfizer has used AM/FM radio to elevate their media plan and generate significant incremental reach that lifts brand equity.
Welcome to the golden age of audio measurement and attribution. Audio now offers every outcome measurement that TV and digital provides!
Independent data analysis agency Colourtext and Radiocentre, the UK commercial AM/FM radio industry group, recently released the largest and most comprehensive AM/FM radio ad effectiveness report in the world. As part of this massive study, 59 tier one auto campaigns were measured for brands like Toyota, Honda, Land Rover, BMW, VW, Nissan, Volvo, Lexus, and Jaguar.
To further understand the personal care category and the impact of an AM/FM radio campaign on awareness and brand images of bar soap, the Cumulus Media | Westwood One Audio Active Group® commissioned MARU/Matchbox to conduct a study in December 2019 through January 2020. Here are the key findings.
The Cumulus Media | Westwood One Audio Active Group® has tested hundreds of audio ads over the years working with the leading experts in creative testing. The findings from those tests, along with marketing effectiveness and creative strategy work from industry giants, have been combined to form Cumulus Media | Westwood One Audio Active Group®’s comprehensive Audio Creative Best Practices.
Pharmaceutical brands have discovered network radio. According to a Miller Kaplan network radio ad spend analysis, 2021’s pharmaceutical ad spend of $126 million was up 2.5X, skyrocketing from 2018’s $49 million.
While COVID has altered many shopping and retail habits, visits to quick service restaurants (QSR) have roared back. Here's why QSR advertisers should be looking to AM/FM radio to capture consumer dollars.
The CUMULUS MEDIA | Westwood One Audio Active Group has tested hundreds of audio ads over the years working with the leading experts in creative testing. The findings from those tests, along with marketing effectiveness and creative strategy work from industry giants, have been combined to form CUMULUS MEDIA | Westwood One Audio Active Group’s comprehensive Audio Creative Best Practices.
With cable penetration falling from 90% of all homes to only 62% and a shift of TV viewing to advertising-free streaming video services, pharmaceutical brands need to maintain reach by adding new media platforms. Here's how AM/FM radio can help.
To measure the early impact of a pharmaceutical AM/FM radio campaign, CUMULUS MEDIA | Westwood One retained MARU/Matchbox to study ad recall among target consumers. Here are the results.
To understand current consumer reactions to advertising creative, we consulted some of the experts in marketing effectiveness and leading creative evaluation firms for insights and recommended strategies for local retailers and national brands. Here are the takeaways.
With more pharmaceutical brand attention on AM/FM radio than ever, CUMULUS MEDIA | Westwood One commissioned MARU/Matchbox to conduct two studies to measure the effect of an AM/FM radio campaign. Here are the results.