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.

Radio News Salaries Rise for Second Straight Year Radio news salaries increased for the second consecutive year in 2025, rising 7.64% and outpacing the 2.9% U.S. inflation rate, according to the latest RTDNA/Newhouse School at Syracuse University Survey. The increase was considerably smaller than the 14.5% jump reported a year earlier. News reporters, More

MARC Media Adds Five Stations on Florida Gulf Coast MARC Media MARC Media Group has agreed to acquire five radio stations along Florida's Gulf Coast, continuing an expansion that has more than doubled the company's station holdings in the state during 2026. Pending FCC approval, MARC will acquire WGHR (Hits 106), WXCV (Citrus 95.3), simulcast More

BFOA Sets Chicago Media Mixer for October 7 BFOA Media Mixer The Broadcasters Foundation of America (BFOA) will hold its next Media Mixer on October 7 at the Museum of Broadcast Communications in Chicago, featuring iHeartMedia Chairman and CEO Bob Pittman as a special guest. The event, scheduled from 5:30-7:30pm CT, will serve as a kickoff More

CRB Names 2026-27 Board of Directors Country Radio Broadcasters Country Radio Broadcasters, Inc. (CRB) has announced its 2026-27 Board of Directors, adding four new members to the group that oversees the organization and its annual Country Radio Seminar (CRS). Returning officers include Townsquare Media's Kurt Johnson as President, Country's Radio Coach's John Shomby More

Topic, Hosts Drive Podcast Choices, Edison Finds Edison Research Podcast topic and host are the two most important factors for U.S. weekly podcast consumers when choosing a show to listen to or watch, according to new data from Edison Research at SSRS. Edison Podcast Metrics found that 64% of weekly podcast consumers consider a show's topic important when selecting a More

Bob & Sheri to End Syndication After 30 Years L-R: Kary Bowser, Heather Furr, Lamar Richardson, Max Sweeten, Sheri Lynch, and Tony Garcia The syndicated "Bob & Sheri Show" will end its radio syndication run on December 31, 2026, after 30 years and transition to a paid direct-to-consumer model beginning in January. The show's approximately 50 affiliates have been notified of the decision. The move will end a syndication run that began in More