In Spring 2024, one of the most extensive tests of AM/FM radio advertising took place, spanning over twenty local markets and a diverse mix of small, medium, and large cities. The campaign ran for two months, achieving impressive reach and frequency metrics. With ~500 monthly GRPs, it reached 75% of the audience monthly and delivered a frequency of 7.
The results, analyzed by Claritas and MARU/Matchbox, highlight the effectiveness of AM/FM radio advertising. Key findings, as shared in the latest Cumulus Media | Westwood One Audio Active Group® blog, include:
Boost in Brand Awareness: Total unaided brand awareness increased by 10%, with heavy AM/FM radio listeners experiencing a remarkable 16% growth in unaided awareness.
Significant Uplift in Conversions: Claritas attribution revealed an 8% rise in leads, an 8% increase in signups, a 9% boost in registrations, and an impressive 12% growth in purchases.
This campaign underscores a fundamental truth in advertising: creating memories leads to sales, not just clicks. Building strong brand awareness ensures businesses are top-of-mind when consumers are ready to make a purchase.
Supporting this principle, Tracksuit brand studies for TikTok demonstrate that successful brands excel by being “known before they’re needed.” Greater brand awareness leads to higher conversion rates, and a strong brand enhances the efficiency of performance marketing.
This groundbreaking study reinforces the power of AM/FM radio as a transformative tool for driving brand growth, engagement, and sales.
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