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.

Townsquare Q2 Digital Growth Offsets Broadcast Decline Townsquare Media Townsquare Media reported second quarter 2026 results that met its previously issued guidance, as accelerating digital advertising growth helped offset continued weakness in broadcast advertising. The company posted second-quarter net revenue of $115.4 million, essentially flat from a year More

UF, Saga Form Seven-Year WRUF Sales Partnership Saga Communications The University of Florida College of Journalism and Communications and Saga Communications have entered into a seven-year Joint Sales Agreement and strategic partnership for WRUF-AM (ESPN 98.1/850 WRUF) and Country WRUF-FM (103.7 The Gator) in Gainesville, FL. Effective September More

Cumulus Remains Fully Committed to Cumulus Podcast Network Cumulus Podcast Network Cumulus Media says reports claiming it eliminated the entire staff of the Cumulus Podcast Network are inaccurate, following a new round of layoffs affecting the company's broadcast, network and digital operations as it continues its financial restructuring. In a More

Longtime KBLX President Harvey Stone Dies Harvey Stone Harvey Stone, the longtime President and General Manager of KBLX/San Francisco who helped develop the station's signature "Soft and Warm" sound, died August 4. Stone spent 31 years leading KBLX and became an influential figure in Bay Area and Urban radio. Stone guided KBLX from Inner City Broadcasting's More

iHeart Philadelphia Promotes Daija Moore-Evans Daija Moore-Evans iHeartMedia Philadelphia has promoted Daija Moore-Evans to Digital Content Manager, effective immediately. In her new role, she will oversee digital content strategy for the company's six-station Philadelphia cluster, leading audience growth and engagement across its music, talk and news brands through More

Shawn Scheffler Named PD at Spirit FM Missouri Shawn Scheffler Spirit FM (KCVO) in Camdenton, MO has promoted Shawn Scheffler to Program Director. Scheffler previously served as the station's Assistant Program Director. Station Manager Jenn Pooler said Scheffler has spent the past year developing his programming skills while learning all aspects of station More