Home Login RADIO ONLINE RSS Facebook
Advertisement

Study: AM/FM Radio Works For Personal Care Brands


Westwood One
Westwood One

To understand the personal care category and the awareness and brand images of bar soap, Cumulus Media | Westwood One Audio Active Group commissioned MARU/Matchbox to conduct a study from December, 2019 through January, 2020. The survey consisted of 1,000 women over the age of 40 who use bar soap and are the primary shopper for the household.

This week's Cumulus Media | Westwood One Audio Active Group blog looks at the results of the study, plus findings from other category data to make the case for audio and the personal care brands.

  • According to a Nielsen Catalina Solutions (NCS) study for a men's personal care brand, AM/FM radio drove an 8% lift in sales, positive return on advertising spend, and a +.8% increase in category share.

  • Heavy soap purchasers skew 40-59, are in larger households, and are employed or homemakers, according to the MARU/Matchbox study.

  • AM/FM radio is an ideal platform for bar soap advertising as heavy AM/FM radio listeners are more likely to be category users. Heavy bar soap category users are +23% more likely (more than one in four) to be heavy AM/FM radio listeners.

  • Bar-soap-brand ad recall is higher among AM/FM radio listeners. The study revealed there was stronger ad recall impact among heavy AM/FM radio listeners as well as in DMAs with heavy AM/FM radio GRP levels (high opportunity-to-hear markets).

  • Most AM/FM radio formats over index with heavy bar-soap purchasers. However, Classic Rock, Oldies, News/Talk, Rock, Top 40, Country, Soft Rock, R&B, and Hip-Hop are more frequently listened to among heavy bar soap purchasers and offer large reach and high-purchase propensity.

  • ABX personal care audio creative test: AM/FM radio ads perform very close to TV ad effectiveness for highly visual personal care categories.

Advertisement

Latest Radio Stories

American Music Fairness Act Re-Introduced in Congress
U.S. Congress
U.S. Congress
The American Music Fairness Act, legislation that would impose a new performance fee on broadcast radio outlets, has been re-introduced in Congress. If passed, the Act would mandate a fee on over-the-air music airplay on free, local radio that many, More

iHeartMedia New York Names Victor Giacomelli as VP/Sales
Victor Giacomelli
Victor Giacomelli
iHeartMedia/New York appoints Victor Giacomelli as Vice President of Sales for Urban WWPR (Power 105.1) and WWRL-AM (Black Information Network), effective immediately. Giacomellie joins from Audacy/Denver, where he was the Director of Sales. He More

CMG Orlando Ups Ashley Williams to Director of Sales
Ashley Williams
Ashley Williams
Cox Media Group/Orlando elevates Ashley Williams to Director of Sales. She's been with CMG for 15 years, crossing divisions from Radio, Corporate Digital and Television. Williams started her career with CMG in 2007 as a Television Sales Assistant More
Advertisement

Women In Radio to Host 7th Annual Conference in Atlanta
Women In Radio
Women In Radio
Women In Radio announces its 7th Annual "Cocktails, Cupcakes and Conversations" conference, taking place on March 11 from 12-3pm in Atlanta. This event is sponsored by Korbel, Originals by Africa's Best, Maple Street Biscuit Company, Foto Beauty Bar More

FSR Provides 23rd Annual Super Week Coverage from Arizona
FOX Sports Radio (FSR)
FOX Sports Radio (FSR)
FOX Sports Radio (FSR) has announced plans for its 23rd annual Super Week coverage beginning Monday, February 6. Featuring interviews with NFL players, newsmakers and celebrities, FSR will deliver coverage before, during and after the Big Game in More

Norfleet Joins KBME (Sportstalk 790)/Houston for Middays
Stan Norfleet
Stan Norfleet
KBME (Sportstalk 790) in Houston names Stan Norfleet to middays, weekdays from 10am-12pm, effective February 13. Norfleet, an NFL prospect, played football at the University of Virginia and Texas Southern University. He later worked for the Houston 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