Home Login RADIO ONLINE RSS Facebook
Advertisement

Radio Powers Business-To-Business Brand Lift & Sales


Westwood One
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.

Advertisement

Latest Radio Stories

Veteran Air Personality Maria Garcia Dies at Age 52
Maria Garcia
Maria Garcia
Veteran personality Maria Garcia, who had aired in Miami, New York and the Long Island area, died on Friday, July 12, at the age of 52. Garcia, a Miami native, began her career in her hometown, holding positions at WINZ-AM, WIOD-AM and WHQT-FM. In More

First Dallas Media Closes on KRMX-FM/Waco for $1.35M
KRMX-FM/Waco
KRMX-FM/Waco
First Dallas Media Inc. has closed on its previously annouinced purchase of 50kW Country KRMX-FM (92.9 Shooter FM) serving the Waco, TX market from M&M Broadcasters of Waco. The purchase price was $1.35 million. The buyer is headed by Ben More

2024 Rising Through Ranks Scholarship Recipients Announced
Radio Advertising Bureau
Radio Advertising Bureau
Scholarship recipients for this year's Rising Through the Ranks program presented by the RAB, BMI, Mentoring and Inspiring Women in Radio, Inc. and Xperi have been selected. As previously announced, this year's program will be hybrid, starting with More
Advertisement

''Sunday Night Slow Jams'' Celebrates 30 Years On-Air
Slow Jams
Slow Jams
Benztown's "Sunday Night Slow Jams" celebrates 30 big years on-air Wednesday. Creator, producer and host R Dub! first aired the show on July 17, 1994 -- when he was just 16 years old -- at a tiny AM station in the middle of the Tucson, AZ desert. More

B-Dub Radio Welcomes Five New Radio Affiliates
B-Dub
B-Dub
B-Dub Radio, through its syndication partner, Skyview Networks, has announced its recent growth across multiple new markets with the addition of five radio affiliates. Through the program's newly expanded network, host Bryan "B-Dub" Washington can More

Carter Media, High Aspirations Partner For Backpack Drive
3rd Annual Debbie Dee Backpack Drive
3rd Annual Debbie Dee Backpack Drive
Carter Media and High Aspirations are hosting the 3rd Annual Debbie Dee Backpack Drive on Friday, July 26 from 6am-6pm at High Aspirations in Kansas City. CM and HA will accept new backpacks to benefit High Aspirations and other local male mentoring More

Return to Menu

Advertisement

Subscribe to our Newsletter
Radio news and headlines delivered right to your e-mail box -- and it's free.

Advertisement

Advertisement