Online Shoppers are Best Reached with AM/FM Radio
| RADIO ONLINE | Monday, October 21, 2024 |
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 Cumulus Media and Westwood One |
Through the first half of 2024, online home improvement purchases have reached an all-time high representing nearly 29% of all purchases, according to a study by Open Brand for the Home Improvement Research Institute. Current online home improvement purchases have even surpassed the 2020 pandemic era. This week's Cumulus Media | Westwood One's Audio Active Group blog examines how home improvement online shoppers are best reached with AM/FM radio and podcasts.
- Audio dominates among home improvement shoppers who purchase most online
- The younger skew of online home improvement shoppers explains why AM/FM radio outperforms TV
- Harris Poll Brand Tracker: Wayfair familiarity is strongest among 35-64s; Usage is strongest among 35-54s and families with kids and $100K plus household incomes
- Harris Poll Brand Tracker: Wayfair's brand equity among AM/FM radio listeners is the same as TV despite not spending on AM/FM radio; Wayfair's brand equity is strongest among podcast listeners
- Nielsen Media Impact: Shifting 20% of Wayfair's TV budget to AM/FM radio causes campaign reach to explode by 69%, especially among younger demographics and among light/medium TV viewers
