Westwood One Says Studies Of AM/FM Ad Buy Showed Big Lift For Client

Lift

WESTWOOD ONE is touting the effect of an AM/FM radio advertising buy for a client based on studies by MARU/MATCHBOX and LEADSRX.

The campaign for "a national health and nutrition products retailer" showed that heavy AM/FM radio listeners are 72% more likely to be heavy purchasers of health supplements and more likely to be a customer of the client and shop there the most. In addition, the buy increased ad recall and brand equity for the client’s new offering, with a 50% increase in awareness, 30% increase in interest, and 52% increase in consideration for the new service. Heavy listeners were also twice as likely to want to try the new service. And web traffic (up 8% overall and 16% in the heaviest AM/FM listening markets) saw lift from the campaign.

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