For clothing brands and retailers, AM/FM radio is the ideal medium for driving sales and reaching on-the-go consumers close to the point of purchase. Clothing brands and retailers use AM/FM radio to build their brands and drive sales. Major brands using AM/FM radio include Sketchers USA, Untuckit, Stitch Fix, and Wrangler. Clothing retailers with strong AM/FM radio commitments include Macy’s, Boot Barn, Gap, JCPenney, TJ Maxx, Target, and Walmart.

Here’s why AM/FM radio works for clothing retailers:

AM/FM radio has strong reach among clothing shoppers

According to MRI, AM/FM radio reaches 80% of clothing shoppers weekly, nearly as many as TV (91%) and the Internet (95%). AM/FM radio’s weekly reach is also greater than the monthly reach among clothing shoppers for online music services (58%) and online video (34%).

Compared to TV, AM/FM radio has a greater share of media time spent during day retail prime time when clothing stores are open

Retail prime time occurs 8AM to 6PM. These are the hours where stores are open and consumers are commuting to and from work or shopping. According to Nielsen, during retail prime time, AM/FM radio has the highest share of media usage. TV, an at-home medium, has a higher share during the later evening hours. For retailers seeking to reach potential customers during the prime shopping hours, AM/FM radio is the stronger choice.

Path to purchase: AM/FM radio dominates audio in the car with an 87% share of time spent and reaches consumers when they are shopping

To influence shopping decisions, clothing brands and retailers can use AM/FM radio to reach consumers during their shopping outings in their cars. AM/FM radio has the highest share of ad-supported audio time spent in the car (87%), far larger than ad-supported SiriusXM (6%), podcasts (3%), ad-supported Pandora (2%), and ad-supported Spotify (1%).

The vast majority of AM/FM radio listening occurs away from home. Conversely, most Pandora/Spotify listening occurs at home.

Nielsen reports 69 cents on every AM/FM radio dollar spent goes to an away from home audience. According to Edison Research, only 39 cents out of a dollar spent on Pandora/Spotify goes to an away from home audiences.

AM/FM radio drives search and website traffic for clothing retailers

For clothing brand with websites, AM/FM radio does an extraordinary job of driving search and traffic. A recent LeadsRx study of 93 direct-to-consumer apparel brands found that across all dayparts AM/FM radio drove significant web activity. As online shopping remains a popular consumer mainstay, AM/FM radio is a strong medium for brands to get customers to their digital storefronts.

Westwood One content and capabilities offer clothing brands and retailers the opportunity to connect with consumer passions

Clothing brands and retailers can connect with consumers through the content they listen to most on AM/FM radio. News/Talk and Sports overindex among clothing shoppers who are:

• 22% more likely to participate in AM/FM radio sweepstakes, contests, or local activations
• 8% more likely to agree that a talent or celebrity endorsement may influence them to consider or buy a product
• 51% more likely to attend a concert or place importance on VIP access
• 28% more likely to have downloaded or listened to a podcast in the last 30 days

According to Nielsen sales effect case studies, AM/FM radio delivers stunning ROI for clothing retailers: $16 of sales for every dollar of AM/FM radio advertising spend from mass merchandisers and $17 in return on advertising spend for department stores

Nielsen reports AM/FM radio also boosts total shoppers and total sales. For department stores, AM/FM radio grew total shoppers +3% and total sales +10%. Among mass merchandisers, AM/FM radio advertising increased total shoppers by +2% and grew total sales by +1%.

AM/FM radio exposure boosts purchase intent, ad recall, sales, brand images, favorability, and recommendation for fashion brands

Two case studies commissioned by CUMULUS MEDIA | Westwood One illustrate AM/FM radio’s strength in impacting the clothing purchase funnel.

According to a Nielsen study of a workwear clothing brand, AM/FM radio exposure boosted brand images (+25%), favorability (+23%), and recommendation (+22%).

Similarly, a MARU/Matchbox study of major menswear clothing brand showed impressive increases in ad recall (+63%), purchase intent (+131%), likelihood to purchase 3 or more of the brand’s products at a time (+100%), and likelihood to shop the brand 3 or more times a year (+64%).

Key takeaways:

• AM/FM radio has strong reach among clothing shoppers
• AM/FM radio has a greater share of time spent versus TV during day retail prime time when clothing stores are open
• AM/FM radio dominates audio in the car with an 87% share of ad-supported in-car audio reaching the highest share of time spent on the path to purchase
• AM/FM radio drives search and website traffic for clothing retailers
• AM/FM radio’s content and capabilities offer clothing brands and retailers the opportunity to connect with consumer passions
• According to Nielsen sales effect case studies, AM/FM radio delivers stunning ROI for clothing retailers: $16 of sales for every dollar of AM/FM radio advertising spend from mass merchandisers and $17 in return on advertising spend for department stores
• AM/FM radio exposure boosts purchase intent, ad recall, sales, brand images, favorability, and recommendation for fashion brands

Pierre Bouvard is Chief Insights Officer at CUMULUS MEDIA | Westwood One.

Contact the Insights team at CorpMarketing@westwoodone.com.