Study: Radio Elevates Brand Awareness, App Usage

RADIO ONLINE | Thursday, May 18, 2017 | 2:08am CT

A new Nielsen study, commissioned by Westwood One, is demonstrating how radio elevates key brand metrics for a money transfer app. The brand advertised in Westwood One's NFL coverage and saw growth in app awareness, app usage, brand health, and ad recall according to the results published on the Westwood One blog. Radio boosted both brand awareness and app usage as Nielsen found that ads airing in WO's programming generated a 26% increase in app awareness and a 21% increase in usage of the app overall.

Other findings of the Westwood One and Nielsen study include:

• The NFL radio campaign was memorable, driving significant brand image increases. Among those who were exposed, key image associations grew. Those who heard the campaign were 18% more likely to indicate that the app company offered a "convenient transfer of money." It also saw images of trust and leadership increase.
• The NFL radio campaign boosted awareness of the entire media plan. Exposure to radio led to far greater recall for all other elements of the media campaign including digital, television, billboard/outdoor, mobile, and print advertising.
• Radio ads voiced by play-by-play talent performed best. Compared to other ads tested by Nielsen, the creative favorability for ads voiced by radio talent tested off the charts, 60% better than the Nielsen radio creative average.

The study concluded that AM/FM radio elevates app awareness and usage, grows key brand images and perceptions, and boosts the media plan. Radio spots voiced by play-by-play talent also see significant campaign impact.

AI Adoption High, But Impact Lags: LeadG2 Study LeadG2 LeadG2 has released a new research report examining how revenue teams are using artificial intelligence, finding widespread adoption but limited impact due to gaps in integration, training, and execution. The report, "Revenue Enablement in the AI Era," is based on a survey of 154 More

NAB Names Carrie Healey VP of Communications Carrie Healey The National Association of Broadcasters has appointed Carrie Healey as Vice President of Communications. She will report to Michelle Lehman, Chief of Staff and Executive Vice President of Public Affairs. In the role, Healey will serve as NAB's primary spokesperson and lead media relations efforts to More

KSE Names Ekert, Raclin to New Leadership Roles Kroenke Sports & Entertainment (KSE) Kroenke Sports & Entertainment (KSE) has appointed two senior executives to newly structured leadership positions, naming Lacy Ekert as Chief Commercial Officer and Curran Raclin as Senior Vice President, Strategy & Analytics. Ekert will assume her role on May 1, overseeing sponsorship, naming rights, More

Women's Lifestyle Podcasts Drive Audience Action Audacy Insights An Audacy Insights report finds that expert-led women's lifestyle podcasts are attracting highly engaged audiences and delivering measurable results for advertisers, as listeners increasingly turn to trusted voices over celebrity influencers. According to the company's Power of Influencers Study 2025, More

AWMF, Hallmark Offer $7.5K Student Scholarship Alliance for Women in Media Foundation (AWMF) The Alliance for Women in Media Foundation (AWMF) and Hallmark Media are partnering again to present the Make Her Mark Student Scholarship, supporting female students pursuing creative careers in entertainment. Now in its second year, the program will award $7,500 to one More

Syndicated ''Talkin' Pets'' Marks 36 Years on Air ''Talkin' Pets'' Host Jon Patch is celebrating 36 years of his nationally syndicated radio program "Talkin' Pets," one of the longest-running pet-focused shows in the U.S. Distributed by the Cable Radio Network (CRN), the three-hour weekly program airs live Saturdays from 5-8pm ET and is available to More