Quarter after quarter, Nielsen’s Total Audience Report reveals AM/FM radio is America’s number one mass reach media. It’s bigger than social, bigger than TV, and bigger than smartphones. Why is this important to advertisers? A major new study and an influential marketing book widely read among CMOs and brand managers explains why reach is so important.
Last November, 47 stations of the Radio Broadcasters of Chicagoland (RBC) came together to simultaneously broadcast a Town Hall event with Chicago Mayor Rahm Emanuel. After the event, Nielsen surveyed 728 Chicago adults to examine their attitudes, awareness, and listenership of the Town Hall. Here are the key findings.
A major auto parts manufacturer wanted to quantify how their NCAA radio campaign was working to build their brand and grow purchase intent. Nielsen measured the differences in brand impact between those who were exposed to the NCAA radio campaign versus those who were unexposed. Here are the key findings.
Though search costs continue to rise, AM/FM radio remains a stable and effective alternative for advertisers looking to make an impact. It generates strong inceases in customers, digital impact, and impressive ROI.
Westwood One, America’s largest radio network, is rolling out NextRadio as the first interactive audience measurement tool for over-the-air FM radio advertising campaigns. Westwood One’s NextRadio solution will deliver consumer insights and intelligence that optimizes campaigns and proves ROI to national advertisers.
AM/FM radio can enhance and grow digital marketing efforts. Here’s a summary of three different case studies illustrating the impact radio creates for digital including increased website interest and visitation and significant sales conversion.
Westwood One is the first radio company to launch a data management platform with the Nielsen Marketing Cloud. For the first time in the history of radio, over the air AM/FM radio listening is now directly connected with consumer purchase data.
AM/FM radio audiences deliver exactly what is promised: ads are heard. TV and other media measurement over-count and inflate audiences. AM/FM radio’s audience measurement system, the Portable People Meter, hears what the consumer hears. The radio listener is more likely to hear a commercial than the TV audience is to "see" a TV ad.
In the just-completed 2017 upfront presentations, some major themes were brand safety, mass reach, curbing commercial clutter, and creating digital impact. Here we analyze these themes and outline what radio can learn from current media trends.
Despite billions of dollars being spent in promoting mobile apps, it’s difficult for these companies to get noticed online. The solution? Mass reach media like AM/FM radio. We partnered with Nielsen to conduct a campaign effect study for a major money transfer app to see how Westwood One’s NFL programming can be used to impact awareness and usage.