Cumulus Media Launches Radio's First-Ever Lead Guarantee

RADIO ONLINE | Tuesday, November 13, 2018

Cumulus Media

Cumulus Media is launching a program utilizing the proven effectiveness and reach of broadcast radio, combined with the targeting capabilities of its digital products. The program, announced today by Dave Milner and Bob Walker, the EVPs of Operations of Cumulus Media's Radio Station Group, will support local advertisers' number one objective: attracting more customers. Cumulus plans to guarantee participating local advertisers a minimum number of Engaged Potential Customers (EPCs) -- listeners who have contacted the business as a result of the coordinated program. Should the program not deliver the guaranteed results, the business will receive free advertising.

"Marketers took notice of our commitment to results when we debuted the Westwood One ROI Guarantee and challenged us to deliver something similar to our local advertisers. After touting the benefits of a combined radio and digital campaign, we're now putting our money where our mouth is in our local markets with the EPC Guarantee," said Milner.

Walker added, "Using radio's exceptional 10:1 ROI, and a proven 19% lift when messages are coordinated between media platforms, we are delivering a hyper-efficient brand building and customer generation program all in one. We've known all along that we can be an advertiser's one-stop shop for results; now we guarantee it."

"As a long-time buyer of radio, I've always known what an effective and efficient medium radio is, but this program delivers a new kind of confidence," said Chemistry Advertising EVP/Media Director Jeff Abbott. "By combining radio and digital solutions, Cumulus Media is taking attribution to the next level by guaranteeing what every business actually wants - engaged potential customers."

The EPC Guarantee will launch in 65 Cumulus markets later this month, in the home and professional services categories, and will be available in all 90 Cumulus markets in 2019.