Study: Long-Term Radio Ads Build Local Brand Awareness

RADIO ONLINE | Monday, September 28, 2026 | 2:35pm CT

Cumulus Media | Westwood One Audio Active Group

Long-running AM/FM radio advertising campaigns have helped several Springfield, MO businesses build significant brand awareness and purchase intent, according to research highlighted by the Cumulus Media | Westwood One Audio Active Group.

The analysis points to research from WPP Media, Sa¯d Business School and Oxford University that found 84% of purchases are effectively decided before consumers begin shopping. Based on a decade of research covering 1.2 million consumer journeys across more than 200 categories in 47 countries, the findings suggest advertising's major role is creating future demand by establishing brands before consumers need them.

The Audio Active Group examined several Springfield businesses that have used AM/FM radio consistently for years. An August 2026 Quantilope study of 105 Springfield consumers measured awareness, advertising recall and purchase intent for the local brands.

Kitchenland USA used year-round AM/FM advertising for more than 20 years, generally targeting a weekly frequency of three. The business grew from approximately $500,000 in annual sales in 2002 to more than $7 million in 2023, when it was sold to a regional supply company. The Quantilope study found 39% aided awareness and 11% advertising recall for the brand, with awareness among AM/FM radio listeners 21% higher than the overall market.

A-1 Roofing, which began consistent year-round radio advertising in 2003, posted 55% aided awareness, 12% unaided awareness and 27% advertising awareness. Nearly one in five respondents said they would purchase from A-1 Roofing if they needed its services.

Dave's Discount Carpet, a heavy AM/FM advertiser for the past 15 years, recorded 59% aided awareness, 25% advertising recall and 23% purchase intent. Aided awareness reached 69% among AM/FM listeners, 17% higher than the total market.

Ozark Fence began its radio campaign in 2015. The study found 40% aided awareness, 13% advertising recall and 15% purchase intent. Its 15% unaided awareness was roughly even with longtime competitor Carnahan-White at 14%, while 44% of Springfield consumers could not name a fencing company.

The analysis also points to population turnover as a reason for maintaining advertising over time. According to the blog, 31% of Springfield's population moved to the area during the past 10 years, and the businesses studied showed lower aided awareness among newer residents than among those who had lived in the market for at least a decade.

The Audio Active Group concludes that the large percentage of consumers unable to name a brand in many local service categories represents both the difficulty and opportunity involved in building awareness, with consistent advertising intended to establish a brand well before a consumer enters the market for a product or service.

Read the complete Cumulus Media | Westwood One Audio Active Group blog here.