Forbes: Radio's Massive Reach Impacts Amazon Prime Day
July 28, 2015 at 12:33 PM (PT)
Recent NIELSEN data confirms what radio's mover and shakers already know what FORBES has report: Radio has the most reach among American media consumers, as 93% of adults listen to the radio each week as compared to 87% who watch TV. Radio's effective reach was illustrated when AMAZON held its first global sale event, AMAZON Prime Day.
CUMULUS/WESTWOOD ONE commissioned an IPSOS study to determine how effective radio, TV and online advertising were at driving purchases. Of those exposed to radio ads, 52% made a purchase. That compares with 48% of people who saw ads online and 39% who saw TV ads.
“The greatest AMAZON Prime Day purchases occurred among millennials, households with children and those with a full-time job – precisely the profile of the American radio listener,” CUMULUS/WESTWOOD ONE Chief Marketing Officer PIERRE BOUVARD said.