AM/FM Radio: Why It Works

July 31, 2017 By Pierre Bouvard

AM/FM radio is the answer to many questions that arise for brands today.

“How do we reach a massive audience? How do we influence consumers when they are looking to spend money? How do we drive sales?”

Number one mass reach media: AM/FM radio’s weekly reach is 93% of Americans. Nielsen and comScore put AM/FM radio above television, Google, Facebook, and Twitter.

Dominates in-car: Advertisers have a unique opportunity to make an impact and be heard on the path to purchase when consumers are in the car. According to Edison Research’s “Share of Ear” study, 89% of all time spent with ad-supported audio in the car is with AM/FM radio. That puts advertisers top of mind before shopping decisions are made.

Strong ROI: Nielsen has conducted dozens of radio ROI studies representing a variety of ad categories. Nielsen reports AM/FM radio has an average ROI of ten dollars of incremental sales for every dollar of AM/FM radio ads. That’s $10 to $1 in quantifiable results.

AM/FM radio answers the call for brands:

  • Massive reach: 93% Americans reached weekly
  • Dominates in-car: 89% share of in-car ad-supported audio
  • Strong ROI: $10 incremental sales for every $1 invested

Reach consumers on a massive scale, influence them when they are primed for making purchase decisions, and rely on a medium with a proven track record of driving significant ROI. AM/FM radio works.

Pierre Bouvard is Chief Insights Officer at Cumulus | Westwood One.

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