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.

Edison: Top Podcasts Hold Steady in Q1 2026 Edison Research at SSRS Edison Research at SSRS, has released its Top 50 Podcasts in the U.S. for the first quarter of 2026, based on reach among weekly podcast listeners ages 13 and older. The rankings from Edison Podcast Metrics show continued dominance at the top, with The Joe Rogan Experience, Crime Junkie, and The Daily More

Bob Kevoian, ''Bob & Tom'' Co-Founder, Dies at 75 Bob Kevoian Bob Kevoian, the longtime co-host and co-creator of The Bob & Tom Show, has died at the age of 75. According to media reports and a statement shared on social media, Kevoian passed away Friday at his home, surrounded by family and friends, following a three-year battle with cancer. Kevoian's final More

98 Rock Sacramento Unveils New Weekday Lineup Abe Kanan KRXQ-FM (98 Rock) in Sacramento will roll out a revamped weekday lineup beginning Monday, April 20, featuring new roles for Abe Kanan (pictured) and Michael Whitney. Kanan moves into morning drive with the launch of "Abe Kanan Mornings," airing from 6-10am PT. He previously handled afternoons at the station More

Broadcast Electronics Names Berry Chief Revenue Officer Broadcast Electronics Broadcast Electronics has appointed Andrew Berry as Chief Revenue Officer, marking the first time the company has created the role as it looks to expand customer engagement and global growth. Berry will oversee all customer-facing functions, including worldwide sales and service More

NPR Secures $110 Million in Major Philanthropic Gifts NPR NPR has received more than $110 million in philanthropic contributions, including the largest gift ever made by a living donor in the organization's history, as it looks to expand digital capabilities and strengthen its national network. Philanthropist Connie Ballmer contributed More

AOA Expands With New Weekend Edition Launch Agriculture of America (AOA) Farm and Ranch Media has announced it will expand its radio lineup with a weekend edition of its syndicated talk program, "Agriculture of America" (AOA), beginning May 1. The new "AOA: Weekend Edition" builds on the weekday show, which launched in 2018 and is now heard on more More