Pierre Bouvard: Radio The Engine Of E-Commerce

Pierre Bouvard

In the latest post on his blog on WESTWOODONE.COM, CUMULUS/WESTWOOD ONE Chief Marketing Officer PIERRE BOUVARD cited two separate retail events that, combined, show that radio listeners are the engine of e-commerce. He came to this conclusion after analyzing sales data from the JULY 15th AMAZON Prime Day and the PR-fueled launch of JET.COM.

"A new e-commerce site launches only with PR and radio listeners come flocking to JET.COM," BOUVARD wrote. "AMAZON advertises its Prime Day sales event, and radio has the highest conversion of awareness to purchase. One explanation could be busy working persons with families. The profile of the e-commerce shopper and radio listener are a perfect match: working Americans with larger households and $50k+ income.

"According to NIELSEN, 77% of radio listening comes from people that work full- or part-time.  Compared to heavy TV viewers, radio has a much heavier concentration of working persons with families.

"People who save time by shopping online are working and on the go -- just like radio listeners. As the soundtrack of the American worker, radio is the engine to reach online shoppers."

Read the entire blog post here.

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