Radio Drives Results for Retailers This Holiday Season
| RADIO ONLINE | Tuesday, November 26, 2024 |
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 Cumulus Media and Westwood One |
As the Thanksgiving and Black Friday festivities kick off one of the busiest shopping seasons of the year, retailers are turning to proven strategies to capture consumer attention. According to insights from this week's Cumulus Media | Westwood One Audio Active Group blog, AM/FM radio plays a critical role in delivering results for both brick-and-mortar and e-commerce retailers during the holidays.
Key findings from the blog highlight the effectiveness of AM/FM radio in reaching and influencing shoppers:
- Extensive Reach During Key Weeks: AM/FM radio connects with 77% of adults 18 plus during Thanksgiving week and 78% during Christmas week, ensuring broad consumer exposure during critical shopping periods.
- Impact Along the Path to Purchase: With an 86% ad-supported in-car share of audio, AM/FM radio dominates listening on the go, placing messages directly in front of consumers as they shop.
- Driving Foot Traffic: Radio advertising has proven to boost in-store visits for categories like home improvement, quick-service restaurants, beauty retailers, and car dealerships.
- Digital Benefits for E-Commerce: AM/FM radio ads are linked to increased website traffic and strong conversion rates, helping online retailers turn awareness into sales.
- Retail ROI: AM/FM radio delivers an impressive return on investment, generating $16 in retail sales for every $1 spent on advertising.
The data reinforces AM/FM radio's ability to influence shopping decisions, whether by prompting store visits or driving e-commerce engagement. For more details, the full blog post is available here.
