Tag: Case Study

Case Study: Pharmaceutical Brand AM/FM Radio Campaign Generates Growth In Familiarity, Brand Consideration, And Usage; While TV Spend Is 7X AM/FM Radio, Brand Equity Among Heavy TV Viewers Erodes

Case Study: Pharmaceutical Brand AM/FM Radio Campaign Generates Growth In Familiarity, Brand Consideration, And Usage; While TV Spend Is 7X AM/FM Radio, Brand Equity Among Heavy TV Viewers Erodes

By Pierre Bouvard
A new study from the Harris Poll Brand Tracker reveals an over-the-counter (OTC) brand from a major pharmaceutical marketer experienced strong results from their 2025 AM/FM radio campaign. Among heavy AM/FM radio listeners, the brand experienced significant growth in awareness, brand favorability, consideration, and usage.
What Bradshaw & Bryant Of St. Cloud, Minnesota Can Teach Madison Avenue About How Advertising Really Works; The Secret: Be Known Before You’re Needed

What Bradshaw & Bryant Of St. Cloud, Minnesota Can Teach Madison Avenue About How Advertising Really Works; The Secret: Be Known Before You’re Needed

By Chuck Mefford
To understand the magnitude of the brand Bradshaw & Bryant has built with long-term advertising on AM/FM radio, the Cumulus Media | Westwood One Audio Active Group® commissioned Quantilope to conduct a study of 120 consumers in the St. Cloud DMA in May 2025.
Has Your Media Plan Fully Saturated Podcasts? To Grow Sales, Shift Weight From Cable To AM/FM Radio

Has Your Media Plan Fully Saturated Podcasts? To Grow Sales, Shift Weight From Cable To AM/FM Radio

By Pierre Bouvard
How does a brand generate incremental reach to grow sales without increasing the budget? Two brands, a meal kit firm and a subscription management app, were measured by the Harris Poll Brand Tracker and analyzed using media plan optimizations via Nielsen Media Impact to determine how to resume growth without increasing media budgets.
AM/FM Radio Powers Tax Preparation Brand Advertising Effectiveness According To Four New Studies; Despite Spending 12X On TV Versus AM/FM Radio, Brand Familiarity Is Greater Among Heavy AM/FM Radio Listeners Than Among Heavy TV Viewers

AM/FM Radio Powers Tax Preparation Brand Advertising Effectiveness According To Four New Studies; Despite Spending 12X On TV Versus AM/FM Radio, Brand Familiarity Is Greater Among Heavy AM/FM Radio Listeners Than Among Heavy TV Viewers

By Pierre Bouvard
The Cumulus Media | Westwood One Audio Active Group® fielded a series of studies to measure the impact of multiple tax preparation services’ AM/FM radio campaigns in 2024.
New Knit Podcast Consumer Study: Podcast Audiences Have An Appetite For New Podcasts And Want Relevant Topics And Humor In Podcast Promos

New Knit Podcast Consumer Study: Podcast Audiences Have An Appetite For New Podcasts And Want Relevant Topics And Humor In Podcast Promos

By Lauren Vetrano
The Cumulus Media | Westwood One Audio Active Group® presented a keynote last Thursday along with Amplifi Media and System1. The topic of the discussion was “Unleashing the Power of Effective Audio Promos” and included findings from a study conducted in partnership with Knit, a survey platform that collects video responses.
What Steve’s Pest Control Of Columbia, Missouri Can Teach Madison Avenue About How Advertising Really Works; The Secret: Be Known Before You’re Needed

What Steve’s Pest Control Of Columbia, Missouri Can Teach Madison Avenue About How Advertising Really Works; The Secret: Be Known Before You’re Needed

By Pierre Bouvard
To understand the magnitude of the brand Steve’s Pest Control built with long-term advertising on AM/FM radio, the Cumulus Media | Westwood One Audio Active Group® commissioned MARU/Matchbox to conduct a study of 98 consumers in the Columbia-Jefferson City DMA in December 2023.
Amazon Prime Day Is Powered By AM/FM Radio And Podcast Listeners; Plus, Why Retailers Should Give Audio A Starring Role In Holiday Media Plans

Amazon Prime Day Is Powered By AM/FM Radio And Podcast Listeners; Plus, Why Retailers Should Give Audio A Starring Role In Holiday Media Plans

By Pierre Bouvard
This week, Amazon will debut its 10th Prime Day event. From July 16 at 12:01 a.m. PDT through July 17, Prime members will get exclusive access to millions of deals. Since the inception of Amazon Prime Day, the audio audience has been the engine of e-commerce purchases.
Signal Hill Insights Four-Year Pharmaceutical Brand Tracking Study: Despite Being Outspent 3:1 By TV, AM/FM Radio Outperforms For A Digestion Ailment Medication

Signal Hill Insights Four-Year Pharmaceutical Brand Tracking Study: Despite Being Outspent 3:1 By TV, AM/FM Radio Outperforms For A Digestion Ailment Medication

By Pierre Bouvard
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.
Upwave Brand Effect Study For E-Commerce Retailer Reveals Podcast And AM/FM Radio Streaming Campaign Increased Familiarity, Brand Perceptions, Consideration, And Purchase Intent

Upwave Brand Effect Study For E-Commerce Retailer Reveals Podcast And AM/FM Radio Streaming Campaign Increased Familiarity, Brand Perceptions, Consideration, And Purchase Intent

By Pierre Bouvard
An e-commerce retailer promoted its brand using AM/FM radio streaming and a sponsorship of the Katy Perry narrated Elizabeth the First, the podcast about the outsized life and career of movie star Elizabeth Taylor. The six-month campaign ran from October 2022 to April 2023. The Cumulus Media | Westwood One Audio Active Group® retained Upwave, a leader in online brand effect measurement, to study the campaign.
Automakers: Want To Build An EV Brand? Place Podcasts And AM/FM Radio At The Centerpiece Of Your Media Plan!

Automakers: Want To Build An EV Brand? Place Podcasts And AM/FM Radio At The Centerpiece Of Your Media Plan!

By Pierre Bouvard
The Cumulus Media | Westwood One Audio Active Group® recently retained MARU/Matchbox to conduct a study in March/April 2023 of 600 Dallas Ft. Worth auto buyers. Auto intenders were asked, “How likely are you to buy or lease an electric vehicle?”
Auto Dealers Remain The Centerpiece Of The Purchase Process: Cumulus Dallas-Ft. Worth Auto Buyer Study

Auto Dealers Remain The Centerpiece Of The Purchase Process: Cumulus Dallas-Ft. Worth Auto Buyer Study

By Pierre Bouvard
In the context of encouraging national auto market trends, Cumulus Media sought an in-depth understanding of Dallas-Ft. Worth auto buyers. The Cumulus Media | Westwood One Audio Active Group® retained MARU/ Matchbox to conduct a study in March/April 2023 of 600 auto buyers.
Upwave Brand Effect Case Study: Cumulus AM/FM Radio Station Stream Takeover Grows Awareness, Ad Recall, And Purchase Intent For A Shoe Brand

Upwave Brand Effect Case Study: Cumulus AM/FM Radio Station Stream Takeover Grows Awareness, Ad Recall, And Purchase Intent For A Shoe Brand

By Pierre Bouvard
Since 2016, AM/FM radio audio streaming has grown to be a major media channel available for marketers and brands. Two recent studies from Edison Research both reveal streaming’s strength in reach and time spent listening. Plus, a new Upwave brand effect study reveals how an AM/FM radio streaming campaign worked for a shoe brand.
Two New Pharmaceutical Studies: Swoop Reveals AM/FM Radio Delivers Significant Reach And Time Spent Among The Digestion Aliment Segment And ABX Report Reveals AM/FM Radio Pharmaceutical Ads Are 94% As Effective As TV Ads At One-Fourth The CPM

Two New Pharmaceutical Studies: Swoop Reveals AM/FM Radio Delivers Significant Reach And Time Spent Among The Digestion Aliment Segment And ABX Report Reveals AM/FM Radio Pharmaceutical Ads Are 94% As Effective As TV Ads At One-Fourth The CPM

By Pierre Bouvard
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.