How does a new online entertainment service build its brand against established providers?

An entertainment streaming service used AM/FM radio to build awareness and usage. Westwood One commissioned a brand tracking study with MARU/Matchbox in order to understand the impact of AM/FM radio on brand growth and adoption.

Here’s what we found:

The entertainment streaming service’s top of mind awareness grew faster than all of the key competitors

In November 2017, before its investment in AM/FM radio, 17% of all consumers were able to name the entertainment streaming service on an unaided basis. After a year of investment in AM/FM radio, awareness grew to 28%, an industry leading +65% lift in top of mind awareness.

AM/FM radio works: Heavy AM/FM radio listeners are more likely to be aware of the entertainment streaming service

AM/FM radio was a primary contributing factor in driving top of mind awareness for the brand. Heavy AM/FM radio listeners, those most likely to hear AM/FM radio ads, were more likely to be able to name the entertainment streaming service on an unaided basis.

Top of mind awareness translates to service adoption, especially among heavy AM/FM radio listeners

Increased top of mind awareness of the entertainment streaming service naturally translates into adoption. Brand building creates mental brand equity that influences future sales via broad reach media like TV and AM/FM radio.

Weekly usage of the entertainment streaming service grew by +81% between November 2017 and November 2018. Within a year, the brand achieved the largest weekly usage increase of any entertainment streaming platform while achieving weekly usage levels close to leading competitors.

AM/FM radio doubled the entertainment streaming service’s brand images

In November 2017, the average association with a positive brand image for the entertainment streaming service was 7%, ranking in the middle in comparison to its key competitors. A year later, the average brand image for the service more than doubled to 15%.

Heavy AM/FM radio listeners are more likely to recall AM/FM radio advertising for the entertainment streaming service

The entertainment streaming service’s investment in AM/FM radio caught the attention of consumers. After a year of investment, recall of AM/FM radio advertising grew from 14% to 19%, a +36% increase.

Heavy AM/FM radio listeners were twice as likely to have recalled AM/FM radio advertising for the entertainment streaming service, with 2 out of 5 heavy AM/FM radio listeners recalling the AM/FM radio advertising.

AM/FM radio works for entertainment streaming platforms with the power to reach streaming platform users, turn them into customers, and convert them into fans.

Key takeaways:

• The entertainment streaming service’s top of mind awareness grew faster than all of the key competitors
• AM/FM radio works: Heavy AM/FM radio listeners are more likely to be aware of the entertainment streaming service
• Top of mind awareness translates to service adoption, especially among heavy AM/FM radio listeners
• AM/FM radio boosted the entertainment streaming service’s brand images significantly
• Heavy AM/FM radio listeners are more likely to recall AM/FM radio advertising for the entertainment streaming service

Doug Hyde is Senior Director, National & Local Insights at CUMULUS MEDIA | Westwood One.

Contact the Insights team at CorpMarketing@westwoodone.com.