Audio Offers Opportunites for Facial Aesthetic Category
| RADIO ONLINE | Monday, June 24, 2024 |
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 Cumulus Media and Westwood One |
While pharma remains a leading category on network radio with consistent campaigns from brands such a Pfizer, AbbVie, Skyrizi and Boehringer Ingelheim, a new study commissioned by audio advertising agency Veritone One reveals new opportunities in the growing facial aesthetics segment. The Signal Hill Insights report finds AM/FM radio and podcasts are both highly efficient at reaching the aesthetics market.
This week's Cumulus Media | Westwood One Audio Active Group blog outlines the findings:
- Broad acceptance of non-surgical facial aesthetics suggests a large potential market
- Aesthetic brand scorecard: Botox is the dominant player; Brands ranked next in aided awareness include Juvederm, Restylane, Jeuveau, Radiesse, and Xeomin
- Heavy AM/FM radio and podcast listeners over index on the aesthetic category; TV way under indexes
- Nielsen Media Impact: AM/FM radio elevates the aesthetic brand media plan; Botox experiences a 2X increase in reach with a 20% reallocation to AM/FM radio
- Botox's TV buy does not reach the crucial 18-34 and 18-49 aesthetic demographics; Adding AM/FM radio to the TV media plan generates significant younger demo incremental reach growth
- A wide variety of AM/FM radio programming formats generate significant reach of the aesthetic prospects/considerer and patient target audience
