What Madison Avenue Can Learn About How Advertising Works

RADIO ONLINE | Monday, July 22, 2024 | 4:31pm CT

Cumulus Media and Westwood One

To understand the magnitude of the brand Steve's Pest Control built with long-term advertising on AM/FM radio, the Cumulus Media | Westwood One Audio Active Group commissioned MARU/Matchbox to conduct a study of 98 consumers in the Columbia-Jefferson City DMA in December, 2023. This week's blog examines the results of the study and from them, outlines what Madison Avenue can learn about how advertising really works.

• Steve's Pest Control offers Madison Avenue a master class on creating future demand and how building a brand is the main driver of long-term growth and profit

• Through its long-term use of AM/FM radio advertising, Steve's Pest Control dominates unaided brand awareness; Across all stages of the consumer journey, Steve's Pest Control leads the market

• Compared to other categories, Steve's Pest Control owns its category as the best-known brand

• Every advertiser has two jobs: Creating future demand and converting existing demand; Steve's Pest Control excels at creating future demand

• AM/FM radio advertising works: Among AM/FM radio listeners, Steve's Pest Control awareness is 18% greater than in the overall market

• According to System 1 creative testing, Steve's Pest Control's AM/FM radio ads achieve nearly a three star, one of the best test radio ads in the U.S.; AM/FM radio ads are most associated with Steve's Pest Control