Report: Radio is a Smart Way to Grow Customers

RADIO ONLINE | Friday, July 7, 2017 | 1:51pm CT

Pierre Bouvard

Advertisers can turn to AM/FM radio as a smart way to boost customers in the face of rising paid search costs, wrote Pierre Bouvard (pictured) in the latest Westwood One blog. In fact, traditional media outperforms social, short-form digital and search, according to Neustar. A study from Accenture also states that reducing traditional media causes search and social ROI to drop. AM/FM radio solves search's price inflation crisis by driving ROI and growth in customers.

• Radio delivers for an auto aftermarket retailer: A recent study by Nielsen found a radio campaign for an auto aftermarket retailer resulted in a 48% increase in buyers, a 71% growth in market share, and $21 of incremental sales for every $1 spent in radio.
• Three case studies show radio creates digital impact: A major motorcycle brand's radio campaign grew website visitation, Amazon saw the strongest sales conversion from radio ads, and there was an increase in website visitation among those who were reached more frequently by a home improvement brand's radio campaign.
• Allocating 20% of a digital budget to AM/FM radio produces significant reach growth and greater brand impact: Redistributing a percentage of digital dollars to AM/FM radio creates improvement in brand awareness, consideration, purchase, and brand advocacy.

Though search costs continue to rise, AM/FM radio remains a stable and effective alternative for advertisers looking to make an impact.

Joel Oxley to Retire From Hubbard DC as MP/GM Joel Oxley Joel Oxley, Market President and General Manager of Hubbard Broadcasting's Washington, DC operations, has announced plans to retire later this year after nearly 35 years with the company and almost 28 years as General Manager. Oxley has overseen Hubbard's Washington operations, including WTOP News, More

Urban One Reports Q1 Revenue Decline, Lower Net Loss Urban One Urban One reported first-quarter 2026 net revenue of $77.7 million, down from $92.2 million a year earlier. The company posted a net loss attributable to common stockholders of $3.1 million, compared to a loss of $11.7 million in the first quarter of 2025. Operating loss for the More

Red Apple Launches 24-Hour News Network Worldwide News Networks Red Apple Audio Networks will launch a new 24-hour national radio news service, Worldwide News Network, on May 23. The network will begin operations at midnight on Saturday, May 23, providing affiliates with top- and bottom-of-the-hour newscasts around the clock, seven days a week. As part of the launch, More

AM/FM Dominates Hyundai Drivers' Audio Habits Cumulus Media | Westwood One A new blog post from Cumulus Media | Westwood One's Audio Active Group says AM/FM radio continues to dominate audio listening among Hyundai drivers, both in the car and across all listening environments. Citing newly released Q1 2026 data from Edison Research's "Share of Ear" study, the report notes that More

Flightpath Launches Revenue Optimization Tool Flightpath Flightpath has announced the upcoming launch of Revenue Optimizer, a managed traffic service designed to help podcast and digital audio publishers improve campaign delivery, maximize revenue, and streamline ad operations across inventory platforms. The company plans to officially unveil the platform More

FCC Cites WRLR-LP for Unauthorized Operations Federal Communications Commission The FCC has issued a Notice of Violation to Rondaradio, Inc., licensee of low-power FM station WRLR-LP in Round Lake Beach, IL, a far-suburban Illinois community north of Chicago. The NOV cites the station for operating with unauthorized technical facilities and for an improperly located studio transmitter More