Radio Drives Results for Clothing Brands and Retailers

RADIO ONLINE | Monday, February 8, 2021 | 12:09pm CT

Westwood One

With $94.4 million in clothing expenditures in the last 12 months, fashion is big business. For clothing brands and retailers, Westwood One's Insights team finds that AM/FM radio is the ideal medium for driving sales and reaching on-the-go consumers close to the point of purchase. Major brands using AM/FM radio include Sketchers USA, Untuckit, Stitch Fix, and Wrangler. Clothing retailers with strong AM/FM radio commitments include Macy's, Boot Barn, Gap, JCPenney, TJ Maxx, Target, and Walmart.

This week's Westwood One blog outlines why AM/FM radio works for clothing retailers.

• AM/FM radio has strong reach among clothing shoppers: According to MRI, AM/FM radio reaches 80% of clothing shoppers weekly, nearly as many as TV (91%) and the Internet (95%). AM/FM radio's weekly reach is also greater than the monthly reach among clothing shoppers for online music services (58%) and online video (34%).

• Compared to TV, AM/FM radio has a greater share of media time spent during day retail prime time when clothing stores are open: Retail prime time occurs 8AM to 6PM. According to Nielsen, during retail prime time, AM/FM radio has the highest share of media usage.

• Path to purchase: AM/FM radio dominates audio in the car with an 87% share of time spent and reaches consumers when they are shopping: AM/FM radio has the highest share of ad-supported audio time spent in the car (87%), far larger than ad-supported SiriusXM (6%), podcasts (3%), ad-supported Pandora (2%), and ad-supported Spotify (1%).

• Westwood One content and capabilities offer clothing brands and retailers the opportunity to connect with consumer passions.

• According to Nielsen sales effect case studies, AM/FM radio delivers stunning ROI for clothing retailers: $16 of sales for every dollar of radio advertising spend from mass merchandisers and $17 in return on advertising spend for department stores.

• AM/FM radio exposure boosts purchase intent, ad recall, sales, brand images, favorability, and recommendation for fashion brands: A MARU/Matchbox study of major menswear clothing brand showed impressive increases in ad recall (+63%), purchase intent (+131%), likelihood to purchase 3 or more of the brand's products at a time (+100%), and likelihood to shop the brand 3 or more times a year (+64%).