Home Login RADIO ONLINE RSS Facebook
Find Radio Online
AM FM HD

Advertisement

AM/FM Radio and Podcasts Work for Pet Supplies Retailers


Cumulus Media
Cumulus Media

The Cumulus Media | Westwood One Audio Active Group commissioned a series of Signal Hill Insights studies to measure the impact of two pet retailer campaigns. One was for a retailer's network radio campaign, and the other was for a podcast campaign. Bost studies revealed AM/FM radio and podcast advertising can generate a significant brand lift and sales effect.

This week's blog outlines the key findings.

  • Pet ownership is greatest among 25-54s and declines sharply over the age of 55. Nielsen Scarborough reveals more than half of adults 25-54 own a pet.

  • Heavy AM/FM radio listeners are +15% more likely than TV viewers to be pet owners, revealing pet category media plans are underweight on AM/FM radio and overspent on TV.

  • Nielsen Media Impact: Adding AM/FM radio to pet brand TV media plans generates a massive lift in campaign reach.

  • AM/FM radio listeners are far more likely to be customers of the national pet chain retailer according to Signal Hill Insights campaign effect study. 46% of AM/FM radio listeners were customers of the national pet retailer compared to only 39% of TV viewers.

  • Brand lift: Key perceptions in the campaign saw growth. Comparing perceptions associated with the retailer before and after the campaign saw lifts of +4% to +17%.

  • AM/FM radio worked: Advertising recall grew +24%, and six in 10 said they would take an action based on the campaign. In the one-month period, aided ad recall grew from 21% to 26%, a +24% increase.

  • Signal Hill Insights podcast brand effect study: Significant impact up and down the purchase funnel. The podcast campaign generated significant impact: Top-of-mind awareness grew +55%; brand consideration increased +24%; brand recommendation improved +23%; and online purchase intent was up +24%.

Advertisement

Latest Radio Stories

Podtrac Issues Top Podcasts, Publishers & Sales Networks
Podtrac
Podtrac
Podtrac has releases the Top Podcast Publishers, Top Sales Networks and Top Podcasts rankings for November. The average U.S. Unique Monthly Audience for the Top 20 publishers was up 15% month-over-month and up 33% over November, 2021, in part due to More

WPXY/Rochester Taps Phil ''Moose'' Musumeci for Mornings
Phil ''Moose'' Musumeci
Phil ''Moose'' Musumeci
Audacy announces a new morning show on WPXY-FM (98 PXY) in Rochester, NY. The station welcomes back Phil "Moose" Musumeci and pairs him alongside current morning co-host Brianna "Breezy" Sloth. "PXY Mornings with Moose and Breezy" will air weekdays More

FOX News Extends TuneIn Partnership with FOX Weather
TuneIn
TuneIn
TuneIn and FOX News Media have announced the expansion of their long-running partnership to include the recently created FOX Weather station for audio streaming. Already the home to Fox News Radio, FOX News Channel's audio streaming content, the More
Advertisement

WLAV/Grand Rapids Taps Gregg Henson as Morning Co-Host
Gregg Henson
Gregg Henson
Classic Rock WLAV-FM Grand Rapids appoints former Detroit radio personality Gregg Henson as morning co-host. He joins West Michigan personality Michelle McKormick and audience favorite Travis Gibbs on WLAV, weekdays from 5:30-10am on the newly-named More

Acast, Self Financial Partner to Launch Podcast Series
Acast
Acast
Acast has launched a new, six-part branded content podcast series with Self Financial. In the new program called "Self," Acast and Self Financial are banking on influencers and their storytelling power to connect with audiences around the More

JAM'N 94.5/Boston Ups DJ Pup Dawg to Program Director
DJ Pup Dawg
DJ Pup Dawg
WJMN (JAM'N 94.5)/Boston elevates DJ Pup Dawg to Program Director, effective immediately. He'll continue to host 3-9pm weekdays and contribute to Ashlee and The JAM'N Morning Show with DJ 4Eign and Santi. DJ Pup Dawg started his radio journey at 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