Report: Radio is a Smart Way to Grow Customers

RADIO ONLINE | Friday, July 7, 2017 | 1:51pm CT

Pierre Bouvard

Advertisers can turn to AM/FM radio as a smart way to boost customers in the face of rising paid search costs, wrote Pierre Bouvard (pictured) in the latest Westwood One blog. In fact, traditional media outperforms social, short-form digital and search, according to Neustar. A study from Accenture also states that reducing traditional media causes search and social ROI to drop. AM/FM radio solves search's price inflation crisis by driving ROI and growth in customers.

• Radio delivers for an auto aftermarket retailer: A recent study by Nielsen found a radio campaign for an auto aftermarket retailer resulted in a 48% increase in buyers, a 71% growth in market share, and $21 of incremental sales for every $1 spent in radio.
• Three case studies show radio creates digital impact: A major motorcycle brand's radio campaign grew website visitation, Amazon saw the strongest sales conversion from radio ads, and there was an increase in website visitation among those who were reached more frequently by a home improvement brand's radio campaign.
• Allocating 20% of a digital budget to AM/FM radio produces significant reach growth and greater brand impact: Redistributing a percentage of digital dollars to AM/FM radio creates improvement in brand awareness, consideration, purchase, and brand advocacy.

Though search costs continue to rise, AM/FM radio remains a stable and effective alternative for advertisers looking to make an impact.

Cumulus Media Adopts Xperi's AutoStage Analytics Cumulus Media and Xperi Cumulus Media has become the first commercial broadcaster to license Xperi's AutoStage Broadcaster Portal Premium, a new audience intelligence platform that provides near-census-level insights into in-car radio listening. The agreement makes Cumulus the launch partner for the next-generation analytics More

Connoisseur Media Expands Weekend Syndication Lineup Robby's Top 20 Countdown and She's Country Connoisseur Media is expanding its syndicated programming lineup through its partnership with Compass Media Networks, adding two original weekend shows to its national distribution portfolio: "Robby's Top 20 Countdown" and "She's Country." The move builds on the companies' existing relationship, which More

Report: Howard Stern Cuts Staff, Show Schedule Howard Stern Howard Stern has reportedly laid off about a dozen staff members as he prepares to reduce his SiriusXM schedule to one new show per week beginning after Labor Day. According to a report by Page Six, staffers were notified during a Zoom meeting on Monday that the longtime host will scale back from his More

Infotainment Systems Fuel Digital Audio Growth Edison Research at SSRS The growing adoption of in-car infotainment systems is accelerating digital audio listening, according to new data from Edison Research's Share of Ear study. The report shows ownership of infotainment platforms such as Android Auto and Apple CarPlay has more than doubled since 2019, rising from 18% of More

Beasley Promotes Roldan to Tech Leadership Role Jose Alberto Roldan Beasley Media Group has promoted Jose Alberto Roldan to the newly created position of Head of Technology and Infrastructure. In the role, Roldan will oversee the company's technology strategy, information technology operations, infrastructure, cybersecurity and enterprise systems while continuing to lead More

Relevant Radio Adds Christian Music Stream Relevant Radio Christian Music Stream Relevant Radio has expanded its digital offerings with the launch of a 24/7 Contemporary Christian Music channel available exclusively through its free mobile app. The new streaming channel is designed to introduce new audiences to the Catholic talk network while giving existing listeners an additional More