Extensive Radio Campaign Bolsters Brand Awareness

RADIO ONLINE | Monday, January 13, 2025

Cumulus Media and Westwood One

One of the largest tests of AM/FM radio advertising was conducted in Spring 2024 in just over twenty local markets. This campaign, which spanned two months, achieved a wide reach, impacting markets of all sizes, from small towns to major metropolitan areas. The results were highlighted in this week's Cumulus Media | Westwood One Audio Active Group blog written by Pierre Bouvard.

Approximately 75% of the market was reached monthly with an advertising frequency of seven times per person, structured as two-week active phases followed by two-week breaks. This strategy resulted in three-quarters of the local population being exposed to the advertising on average seven times each month.

The effectiveness of various levels of radio advertising was measured in terms of gross rating points (GRPs), which demonstrated the required intensity for different stages of the campaign, ranging from minimal to high-impact launches.

Two pivotal studies were conducted by MARU/Matchbox to gauge brand recognition and recall before and after the radio campaign. These studies showed significant increases in both unaided and aided brand awareness, as well as ad recall rates, demonstrating the campaign's effectiveness in embedding the brand in consumers' memories.

Moreover, Claritas provided analytics on the campaign's impact on online behavior, tracking increases in website visits, lead generation, signups, registrations, and purchases. Notably, the campaign led to substantial increases in consumer actions, with purchase rates increasing by 12% post-campaign.

Advertising experts Les Binet and Peter Field describe advertising as a creator of enjoyable and memorable experiences that enhance brand recall and drive long-term sales, rather than immediate clicks. Jon Lombardo, a marketing strategist, echoes this sentiment, emphasizing that advertising fundamentally aims to create lasting memories that lead to future sales.

In summary, this extensive AM/FM radio campaign not only increased brand awareness by 10% overall but also significantly boosted engagement among heavy radio listeners by 16%. The data reveals a clear link between strong brand recognition and higher conversion rates, highlighting the critical role of robust brand presence in enhancing marketing performance. This principle is further supported by a study from Tracksuit in collaboration with TikTok, which found that higher brand awareness can substantially improve marketing efficiency and increase conversion rates.

Check out the complete new blog post here.