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.

AM/FM, SiriusXM Index Highest In-Car, Edison Finds Edison Research at SSRS AM/FM radio and SiriusXM each record their strongest listening performance in the car, while YouTube and audiobooks peak at home, according to the latest Share of Ear findings from Edison Research at SSRS. Streaming music and podcasts index highest in locations outside the home, car and workplace. More

Garth Brooks to Buy WRLT Nashville for $3 Million WRLT (FM-100) Nashville Garth Brooks' The Sevens Network LLC has agreed to buy WRLT-FM (100.1) from Tuned-In Broadcasting for $3 million, pending FCC approval. Brooks plans to launch "FM-100," a Country station serving Nashville, while WRLT's current Adult Alternative format, "Lightning 100," will move to 106.3 FM after the sale More

iHeartMedia New York Names Dellilo Marketing Director Danielle Dellilo iHeartMedia New York has named Danielle Dellilo as Director of Marketing and Promotions, effective immediately. She will oversee marketing and promotions for the company's seven stations in the market and report to Joe De Angelis, Senior Vice President of Promotions. Dellilo has spent more than a decade More

Connoisseur Launches Hot AC Jackie 96.9 in Jackson WJNT (Jackie 96.9) Jackson MS Connoisseur Media has launched Hot AC "Jackie 96.9" on WJNT translator W245AH serving the Jackson, MS, market. The station mixes current hits with familiar favorites from artists including Taylor Swift, Dua Lipa, Maroon 5, Bruno Mars and Ed Sheeran. Syndicated "Anna & Raven" show anchors the weekday More

WXMX Radiothon Raises Record $1.14 Million in Memphis WXMX-FM (98.1 The Max) Memphis Cumulus Media Rock WXMX (98.1 The Max) Memphis raised a record $1,143,524 for Ronald McDonald House Charities of Memphis during its annual radiothon on Friday, November 6. It was the third consecutive year the one-day fundraiser topped $1 million. The station broadcast the radiothon live from 9am to 5pm, More

Urban One Q3 Revenue Falls 5% as Net Loss Widens Urban One Urban One reported third-quarter net revenue of $88 million, down 5% from $92.7 million a year earlier. A $128.9 million impairment charge drove an operating loss of $126.6 million, compared with operating income of $2.5 million in the year-earlier quarter. The net loss More