Insights: Radio Lifts Pharma Brand Equity

For decades, pharmaceutical brands have used television to build their brands. With cable penetration falling from 90% of all homes to only 62% and a shift of TV viewing to advertising-free streaming video services, pharmaceutical brands need to maintain reach by adding new media platforms. 

This week’s Westwood One blog makes the case for AM/FM radio for pharmaceutical brands.

• Nielsen Media Impact: AM/FM radio can help pharmaceutical brands crash through the 70% monthly reach ceiling: In Q1 2019, Otezla, a psoriasis medication, spent $36.4 million in television. The campaign achieved a 59% reach among adults 25-54. When 20% of the TV media plan is reallocated to AM/FM radio using Nielsen Media Impact, reach soars from 59% to 90%, a +53% increase in reach for the same budget.
• Signal Hill Insights: Disclaimers in pharmaceutical AM/FM radio ads are not a deterrent: In a just-released study by Toronto-based Signal Hills Insights, a large group of consumers was exposed to a 60-second pharmaceutical AM/FM radio ad with a disclaimer. The outcome showed there were no issues with the disclaimer. Fewer than 8% said they disliked the AM/FM radio ad either somewhat or a lot.
• AM/FM radio builds pharmaceutical brands and drives business outcomes: Over the last two years, CUMULUS MEDA | Westwood One has published three pharmaceutical case studies documenting how AM/FM radio campaigns generate strong impact. One was a “takeover” of 173 Cumulus AM/FM radio stations across 77 markets that drove lift in upper- and mid-funnel brand measures. One was a yearlong pharmaceutical brand campaign that generated significant growth in brand equity. The third was a new pharmaceutical brand that launched successfully using AM/FM radio despite the pandemic.
• Signal Hill Insights: A yearlong AM/FM radio campaign lifted brand equity and actions taken for a pharmaceutical brand: AM/FM radio was an ideal media for the pharmaceutical brand as those with symptoms were more likely to be heavy AM/FM radio listeners.
• The AM/FM radio campaign generated brand equity growth: The comparison of the February and October Signal Hill Insights studies revealed strong lift in brand equity among heavy AM/FM radio listeners who frequently listen to the AM/FM radio programming formats featured in the campaign.
• The AM/FM radio campaign led to online research and physician conversation: After exposure to the AM/FM radio ad, consumers suffering from the condition indicated they would be very likely to visit the pharmaceutical brand’s website and research the medication. About a quarter of listeners said they were likely to speak to their physician about the brand.
• ABX: Pharmaceutical AM/FM radio ads tested at 90% of the impact of TV ads for one-fifth the CPM.