Radio Powers Business-To-Business Brand Lift & Sales

RADIO ONLINE | Monday, August 9, 2021

Westwood One

Some of the most successful AM/FM radio and podcast advertisers are business-to-business (B2B) brands. Heavy use of AM/FM radio by a major B2B brand significantly lifts brand awareness, brand consideration, purchase intent and advertising recall. This week's Westwood One blog outlines how AM/FM radio powers brand lift and sales effect for B2B brands using multiple case studies.

• Successful B2B AM/FM radio campaigns use more than News/Talk stations: While News/Talk is a powerful format, studies show business decision makers listen to a wide variety of AM/FM radio programming formats. A series of MARU/Matchbox studies revealed that decision makers in a major B2B brand category listened to broad array of AM/FM radio programming formats.

• Unaided awareness grew +35% and brand consideration was up +33%. Average brand perceptions soared +25%.

• Heavy use of AM/FM radio by a major B2B brand significantly lifted brand awareness, brand consideration, purchase intent, and advertising recall: Unaided awareness grew +35% and brand consideration was up +33%. Average brand perceptions soared +25%.

• A software firm used AM/FM radio to reach those who make or influence decisions about HR software for their companies: Another MARU/Matchbox study found HR software decision makers frequently listened to a wide variety of AM/FM radio programming formats, +13% more AM/FM radio formats than the average frequent listener.

• AM/FM radio worked for the HR software firm: A MARU/Matchbox pre/post campaign effect study revealed AM/FM radio lifted brand equity measures. Unaided awareness grew +50%. Usage was up +26%. Average brand perception increased +29%.

• Heavy AM/FM radio listeners power impact for a construction equipment rental firm: A MARU/Matchbox study of construction equipment decision makers found that those who were extremely likely to purchase or rent equipment for their company in the next year were +12% more likely to be heavy AM/FM radio listeners.

• CDW, an information technology hardware and services firm, uses Westwood One's NFL and NCAA March Madness play-by-play broadcasts to reach IT decision makers: A series of Nielsen studies conducted over a five-year period reveals Westwood One's NFL audience reaches a very high concentration of IT influencers. The studies also found that half of all March Madness AM/FM radio listeners are IT influencers involved in purchase decisions.

• A business software brand used AM/FM radio to successfully reach small business owners and decision makers: A recent study of small business software decision makers (up to 100 employees) conducted by Hanover Research revealed that Rock-based AM/FM radio programming formats along with Top 40 and News/Talk generate the strongest reach among decision makers.