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.

Michael Martin to Exit Audacy Programming Role Michael Martin Michael Martin will step down as Senior Vice President of Programming and Head of Music Initiatives at Audacy, effective May 1, ending a 17-year tenure with the company and its predecessors. Martin said he is leaving to begin the next phase of his career after years focused on building programming More

New York Festivals Unveils 2026 Radio Awards Shortlist New York Festivals Radio Awards The New York Festivals (NYF) has announced the shortlist for its 2026 Radio Awards, recognizing standout audio storytelling from creators across more than 30 countries. Entries were evaluated by the NYF Radio Awards Grand Jury, a panel of more than 100 industry professionals from 20 countries. The More

Radioservers Launches Windows App for Radio Radioservers Radioservers has introduced a native Windows desktop application designed to give radio stations a branded, installable presence on listeners' computers, positioning the product as a new way to capture at-work listening. The app resides in the Windows taskbar and More

America250 Unveils July 4 Block Party Plans Rendering of the Los Angeles Memorial Coliseum on July 4, 2026, where America250 will host a large-scale concert America250 has launched a 100-day countdown to the Fourth of July, outlining plans for a nationwide celebration tied to the 250th anniversary of the signing of the Declaration of Independence. The congressionally chartered nonprofit, America250, announced the first wave of "America's More

FCC Updates Radio Rules, Streamlines Processes Federal Communications Commission (FCC) The Federal Communications Commission has adopted a sweeping update to its broadcast rules, making a series of changes that primarily streamline radio regulation, modernize filing procedures, and eliminate outdated requirements. The Report and Order, released March 25, updates Parts 1, 73, 74 and 76 of More

Zoe Burdine-Fly Retires from Connoisseur Media Zoe Burdine-Fly Connoisseur Media has announced the retirement of Senior Vice President Zoe Burdine-Fly, concluding a radio career that spans more than four decades. Burdine-Fly was a member of the company's leadership team and worked closely with staff across multiple markets during her tenure. Her experience includes more More