Study: AM/FM Radio Builds Awareness and Drives Purchases

The latest Westwood One blog post looks at the results from a MARU/Vision Critical study commissioned by Westwood One to measure brand effect and sales impact of AM/FM radio for a major breakfast brand. The study was conducted among 500 respondents before the campaign and 500 respondents after the AM/FM radio campaign.

The results reinforced AM/FM radio’s role as a powerful medium that drives action for consumer packaged goods.

• Breakfast thinkers/planners are likely to be heavy AM/FM radio listeners. “Breakfast thinkers/planners,” or the one-third of Americans who plan breakfast for the week and purchase ahead of time, are 48% more likely to be heavy radio listeners than the overall population of adults 25-49.
• Awareness for the breakfast brand products grew +7% and +12%. As a result of the AM/FM radio campaign, awareness increased for both products.
• Purchase behavior increased +13% for the parent brand after exposure to the AM/FM radio campaign. After the AM/FM radio campaign period, +13% more consumers said they purchased products from the breakfast brand.
• AM/FM radio grew product trial and brand awareness +26%. Post-AM/FM radio campaign, +26% more respondents said they were aware of the product category and actually tried it.

Whether the goal is to drive purchase, tune-in, or store traffic, AM/FM radio has a track record of delivering a positive return for brands. AM/FM radio’s power as a medium that drives action is evident. It works for TV tune-in, retail, quick service restaurants, and, as evidenced further by this breakfast brand study, consumer packaged goods.