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.

Jaxon Returns to ALT 104.5 Philadelphia as Midday Host Jaxon Philadelphia radio veteran Jaxon is returning to the airwaves, rejoining iHeartMedia's WRFF (ALT 104.5) as weekday midday host beginning Tuesday, January 20. Jaxon will be heard weekdays from 10am-2pm, including the station's signature hour Post Modern Radio 104.5 from noon-1pm. The feature highlights More

Chris Cuomo Launches ''Cuomo Mornings'' on SiriusXM Chris Cuomo SiriusXM has launched "Cuomo Mornings," a new live weekday program hosted by veteran journalist Chris Cuomo, airing 7-9am ET on the bipartisan P.O.T.U.S. channel (124). The show leads off the channel's daily coverage and is positioned as a forum for cross-ideological discussion during morning drive. The More

WTOP Names John Wordock as New Business Reporter John Wordock WTOP Washington DC names veteran journalist John Wordock as its next business reporter, effective January 26. Wordock is a familiar voice to WTOP listeners, having anchored market updates for the station in the 2000s while serving as Managing Editor of MarketWatch Radio. During his tenure at MarketWatch, he More

WEBE 108 Adds Hoffman, Palmer, Arnold and Feist WEBE-FM Bridgeport CT Connoisseur Media's heritage AC WEBE 108 Bridgeport, CT is expanding its on-air lineup with the addition of several familiar voices, bringing veteran broadcasters back to the southern Connecticut airwaves. Joining the station are Howard Hoffman, whose career includes stops in major markets such as WABC, More

Triton Digital Renews Longstanding Deal With Salem Media Triton Digital Triton Digital has renewed its partnership with Salem Media Group, extending a relationship that began more than a decade ago. Under the renewed agreement, Salem will continue using Triton Digital's streaming and podcast services through Omny, along with measurement across Webcast More

John Allers Named Brand Manager of Alice 97.3 John Allers John Allers has been named Brand Manager of Hot AC KLLC (Alice 97.3) in San Francisco. In the role, Allers will oversee the station's programming and brand strategy. He currently serves as Brand Manager for KITS (LIVE 105) in San Francisco and KVIL in Dallas, bringing broad operational experience and a track More