Digital fraud. TV audience erosion. Rising search costs. As media planners experience the evolution of the landscape, questions naturally arise. "What does this mean for my plan?" "Are there reliable media options left?" "Can I defend this plan?"
Questions like these breed industry uncertainties. Fortunately for media planners, at least one option remains stable and effective: AM/FM radio. As the call for a trustworthy, healthy and affordable medium for advertisers becomes louder among media decision makers, AM/FM radio is the solve.
Westwood One has the first and only ROI guarantee in the audio space. We created the guarantee to show brands proof of sales growth from AM/FM radio advertising. "We have seen stunning radio ROI findings across the board and are so convinced of radio's ability to generate a positive return we are offering an ROI guarantee to our advertisers," says Suzanne Grimes, Executive Vice President of Corporate Marketing, Cumulus Media/President, Westwood One.
In the last few years, Westwood One has amassed case studies across multiple categories that prove AM/FM radio increases sales with a positive return on advertising spend. Here are four in the TV, CPG, retail and QSR categories that prove the effectiveness of radio.
AM/FM radio works for TV tune-in. In support of the premiere of the returning season of a scripted drama series, a major cable network included AM/FM radio as part of the TV-centric media plan. Westwood One retained Nielsen to measure media campaign ROI.
AM/FM radio works for consumer-packaged goods. Earlier this year, Westwood One released results from a first-ever radio sales effect study for a men's personal care brand. Via a Nielsen Catalina ROI study using actual shopper card data matched to portable people meters, radio's impact was quantified.
AM/FM radio works for retail. In 2017, Westwood One released a ROI study with Nielsen which measured the sales effect of an AM/FM radio campaign for an auto aftermarket retailer.
AM/FM radio works for quick service restaurants. Westwood One conducted an ROI study for a major national restaurant chain.
Whether the goal is to drive purchase, tune-in or store traffic, AM/FM radio has a track record of delivering positive return for brands. AM/FM radio's power as a medium that drives action is evident.
AM/FM radio's results are quantifiable. These case studies are examples of how brands can utilize the medium to its maximum potential and prove impact.
The Westwood One ROI Guarantee program has four steps:
Promising ROI takes the risk out of putting AM/FM radio, America's No. 1 mass reach media, into the plan. "Marketers demand solutions to reach customers and generate results, and the Westwood One ROI Guarantee elevates radio as the measurable mass reach medium that, simply put, delivers," Grimes concluded.
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