Insights: Radio Delivers During Holiday Season

Ahead of Thanksgiving, this week’s Westwood One blog looks at ways both brick and mortar and e-commerce retailers can capture consumer attention. With the National Retail Federation projecting a +4% increase in spending per consumer during this year’s holiday season, advertisers have the opportunity to generate impressive sales. To do it, they can use AM/FM radio.

• AM/FM radio advertising drives retail results with massive consumer reach: According to Nielsen, 90% of adults 25-54 are reached by AM/FM radio in the week leading up to Thanksgiving. 91% of adults 25-54 are reached the week of Christmas, making it the prime advertising vehicle for reaching shoppers trying to find last minute gifts.
• AM/FM radio reaches consumers on the path to purchase: When consumers are in their cars, 88% of ad-supported audio time spent goes to AM/FM radio, according to Edison Research’s latest Q3 2019 Share of Ear. Shoppers hear AM/FM radio commercials that influence the stores they visit and brands they buy.
• AM/FM radio drives store traffic: A recent study from the Radio Advertising Bureau and Dial Report shows that across categories, there was substantial store traffic lift among those who were exposed to AM/FM radio campaigns. Home improvement retailers saw a 7% lift in store traffic. Quick service restaurants, lunchtime and dinner destinations for hungry shoppers needing to refuel, saw a 23% lift. Beauty retailers and car dealers saw the greatest lift of 32% each.
• AM/FM radio delivers digital impact for e-commerce retailers: Three digital case studies prove AM/FM radio increases site traffic, is effective at converting awareness into digital purchases, and drives significant website visitation.
• AM/FM radio has a proven track record for retail: According to multiple Nielsen return on advertising investment studies, AM/FM radio generates an average of $16 of retail sales for every $1 of radio advertising.