Blog: To Grow Sales, Shift Weight from Cable to Radio

RADIO ONLINE | Monday, September 30, 2024 | 11:14am CT

Cumulus Media and Westwood One

How does a brand generate incremental reach to grow sales without increasing the budget? Two brands, a meal kit firm and a subscription management app, were measured by the Harris Poll Brand Tracker and analyzed using media plan optimizations via Nielsen Media Impact to determine how to resume growth without increasing media budgets. The findings from the analyses are highlighted on this week's Cumulus Media | Westwood One Audio Active Group blog.

• To grow, a brand needs to create future demand by advertising to that much larger group of consumers, those not in the market or ready to buy now but will be in the future.

• To enhance the impact of your media plan, select media audiences who have interest and usage in your category.

• The Harris Poll Brand Tracker reports a meal kit service and a subscription management app generate extraordinary results with podcast ads. TV's impact is non-existent while AM/FM radio audiences are highly engaged with the brands despite no AM/FM radio ads running.

• To optimize the media plan, maintain podcast allocation and shift TV investment to AM/FM radio.

• Shifting media weight from TV to AM/FM radio increases campaign reach by 16% to 17% at the same budget, according to Nielsen Media Impact.