Case Study | Westwood One

Claritas And MARU/Matchbox: Major AM/FM Radio Campaign Drives Significant Brand Awareness And Growth In Leads And Sales

January 13, 2025 By Pierre Bouvard

One of the largest tests of AM/FM radio advertising was conducted in Spring 2024 in just over twenty local markets. The campaign ran across a broad mix of small, medium, and large markets.

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

September 30, 2024 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

September 23, 2024 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

August 26, 2024 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

July 22, 2024 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

July 15, 2024 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

October 16, 2023 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

October 9, 2023 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.

Why AM/FM Radio Is A Great Place To Promote Podcasts

September 25, 2023 By Pierre Bouvard

To understand the ability of AM/FM radio promos to drive awareness, interest, and tune in for podcasts, the Cumulus Media | Westwood One Audio Active Group® commissioned MARU/Matchbox to conduct a study of Cumulus Media radio listeners.

Screen Engine/ASI: AM/FM Radio Can Launch Movies In Theaters; New Targeting Approach Finds The Right Audience For A Specific Film

August 14, 2023 By Pierre Bouvard

Hollywood has a new technique to find moviegoers likely to see a specific film in theaters. This new approach reveals that AM/FM radio is a powerful platform to launch theatrical releases.

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

July 31, 2023 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

July 10, 2023 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

April 10, 2023 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

April 3, 2023 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

February 6, 2023 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

January 23, 2023 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.