WO Introduces ROI Guarantee in the Audio Space

RADIO ONLINE | Wednesday, October 25, 2017

Westwood One announces an industry-wide ROI Guarantee in the audio space based on substantial evidence of radio's return on advertising spend. The results, as provided by Nielsen, have continually shown strong evidence of radio's positive ROI across 23 national studies measuring sales results for multiple brand category campaigns. Now, the company says, with the Westwood One ROI Guarantee, marketers can double down on radio without risk.

Westwood One will partner with qualifying clients to accomplish their business objectives. Additionally, because campaign creative influences 50% of sales lift, the commercial creative will be pre-tested and benchmarked against industry audio creative test norms to ensure consumer impact and resonance.

Nielsen will measure return on advertising spend on behalf of the radio campaign, which includes all media that run across the entire broadcast radio landscape, as well as Westwood One, by matching Media Monitors ad occurrences with Portable People Meter listening, Nielsen credit card data and in-store CPG purchase data from Nielsen Catalina Solutions. If ROI is not positive, Westwood One will run no-cost supplemental media weight sufficient to deliver the guaranteed ROI.

Suzanne Grimes, EVP Corporate Marketing, Cumulus Media and President of Westwood One said, "We have seen stunning radio ROI data across the board and are convinced of radio's ability to generate a positive return, so much so that we are offering the ROI Guarantee to our advertisers."

"Given secular trends across the media landscape, brands are deeply concerned over ad fraud, viewability, and questionable metrics," Grimes continued. "Marketers demand solutions that reach their target customers and generate results. The Westwood One ROI Guarantee elevates radio as the measurable mass reach medium that, simply put, delivers."