Nielsen/Westwood One Study Shows Effect Of Radio Sports Ad Campaign On Brand Perceptions, Recall
February 14, 2017 at 6:13 AM (PT)
A NIELSEN study commissioned by WESTWOOD ONE shows how radio coverage of the NFL and NCAA basketball "elevated brand perceptions" and aided advertiser recall and purchase intent for a major motorcycle manufacturer.
The study showed that those listening to WESTWOOD ONE NCAA basketball coverage were 37% more likely to say the motorcycle maker was the brand for people like them, brand recall was 72% more likely, purchase intent increased 63%, and interest in visiting the brand's website was 33% more likely for listeners than non-listeners.
See more in a blog post by CUMULUS and WESTWOOD ONE Chief Insights Officer PIERRE BOUVARD here.