Tag: Case Study

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

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!

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

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

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

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.

59 Tier One Automotive Brand Case Studies: AM/FM Radio Generates Significant Brand Awareness, Consideration, And Purchase Intent

By Pierre Bouvard
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.

AM/FM Radio Works For Personal Care Brands: New Bar Soap Case Study Reveals Lift In Ad Recall While Creative Test Shows AM/FM Radio Ads Work As Well As TV Ads For A Fraction Of The CPM

By Liz Mayer
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.

Massive ABX Study Of TV And AM/FM Radio Ads Reveals Sight, Sound, And Motion Superiority Is A Myth; Plus What Game Of Thrones Teaches Us About The Power Of Audio

By Pierre Bouvard
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.

Two Case Studies: AM/FM Radio And Podcasts Work For Pet Supplies Retailers

By Pierre Bouvard
The Cumulus Media | Westwood One Audio Active Group® commissioned a series of Signal Hill Insights studies to measure the impact of two pet retailer campaigns. One was for a retailer’s network radio campaign and one was for a podcast campaign. Both studies revealed AM/FM radio and podcast advertising can generate a significant brand lift and sales effect.

Auto Aftermarket Retailers: Fifth Installment Of Category Study Reveals AM/FM Radio And Podcast Listeners, Do-It-Yourselfers, And Mega-Milers Are The Ideal Audiences To Target

By Pierre Bouvard
The Cumulus Media | Westwood One Audio Active Group® commissioned MARU/Matchbox to conduct the fifth installment of a comprehensive auto aftermarket category study to determine the current state of America’s auto parts retailers. 810 auto parts shoppers were surveyed in June 2022. Here are the key findings.

Veritonic: Political AM/FM Radio Ad Best Practices: Use The Voice Of The Candidate And Customize The Ad To The Station Audience

By Pierre Bouvard
According to AdImpact, for 2022’s midterm elections, political ad dollars are projected to reach $9.67 billion with “this election cycle outpacing 2020 by nearly $700 million dollars.” AdImpact expects AM/FM radio to take $270 million of the total political ad spend alone. How can political campaigns optimize their use of their AM/FM radio advertising?

Cumulus Media Pioneers Swoop Data-Driven Targeting For Broadcast Radio Pharmaceutical Brand Campaigns; New Study For A Pharmaceutical Brand Reveals AM/FM Radio Delivers Significant Reach And Time Spent Among Swoop’s Psoriatic Arthritis Segment

By Pierre Bouvard
In support of the growth in the pharma category, the Cumulus Media | Westwood One Audio Active Group® now has access to a new capability for pharmaceutical brands developed with data from Swoop, the precision healthcare marketing experts, and Nielsen that will allow data-driven targeting.