Nielsen Office Supplies Retailer Sales Effect Study: AM/FM Radio Campaign Grows Sales +11%, Increases Customer Base +6%, And Expands Share Of Category Spend +21%

In Summer 2021, a national office supplies retailer ran an AM/FM radio campaign across many radio networks. The Cumulus Media | Westwood One Audio Active Group®, in another historic new post-COVID study, commissioned a Nielsen sales effect study of the entire AM/FM radio campaign that included every AM/FM radio ad run by the retailer.

New Nielsen Consumer Study: Workplace Commuting Increases Sharply, Time Spent In The Car Soars, And Audio Listeners Are More Likely To Make Major Purchases As AM/FM Radio Is The Soundtrack Of The American Economic Recovery

Nielsen recently released the results of a national consumer study of 1,000 adult 18+ respondents conducted March 2022. It was the eighth in a series of studies released since April 2020 measuring the pandemic’s impact on consumer movement, spending, attitudes, and media usage.

Never Before Seen Nielsen AM/FM Radio Streaming Data: Spoken Word Represents One-Third Of Streaming; There Is A Wide Variation Of Streaming By Market; Streaming Audiences Are Upscale And Employed; Fewer Ads Needed As Reach And Frequency Quickly Accumulates

While audio streaming of AM/FM radio has been around for over 25 years, the proportion of total listening coming from the stream was, until recently, in the single digits. No longer. With Nielsen’s introduction of the headphone enhancement to their Portable People Meter service in October 2020, streaming now represents 11% of total AM/FM radio listening among 12+ Americans.