Motorcycle Manufacturer Builds Its Brand with Radio
| RADIO ONLINE | Tuesday, February 14, 2017 |
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A new Nielsen study, commissioned by Westwood One, reveals how radio raises brand metrics and increases purchase intent for a major motorcycle manufacturer. Deployed on Westwood One's NFL and NCAA basketball coverage, the study found that radio elevated key brand perceptions. For example, those exposed to WO's NCAA basketball audio were 37% more likely to indicate the motorcycle manufacturer was the brand for people like them versus those who were not exposed to the campaign. Other findings of the 2016 Nielsen study included:
The radio campaign had significant advertiser recall among key demographics for the brand. Among those who have ever owned a motorcycle, those exposed to Westwood One's NCAA basketball audio were 72% more likely to recall the brand's ads. Radio had a stunning impact on every stage of the purchase funnel, including purchase intent: Compared to those who had not heard the campaign, those exposed to the radio campaign had a 63% increase in plans to purchase the brand. The radio campaign drove significant interest in the brand's website. Those exposed to Westwood One's NCAA basketball audio were 33% more likely than those who were not exposed to visit the motorcycle brand's website.
In summary, AM/FM radio elevates ad recall, grows key brand images and perceptions, drives website visitation and increases likelihood to consider and purchase the brand. Read more about the study in the full blog post at http://bit.ly/2lDfhtO.
