Radio Reaches 90% of Adults Leading Up to Thanksgiving

RADIO ONLINE | Tuesday, November 19, 2019

Westwood One

Westwood One's latest blog looks at ways both brick and mortar and e-commerce retailers can capture consumer attention ahead of the holidays. With the National Retail Federation projecting a +4% increase in spending per consumer during this year's holiday shopping, advertisers have the opportunity to generate impressive sales using broadcast radio.

Radio advertising drives retail results with consumer reach
According to Nielsen, 90% of adults 25-54 are reached by AM/FM radio in the week leading up to Thanksgiving. 91% of adults 25-54 are reached the week of Christmas, making it the prime advertising vehicle for reaching shoppers trying to find last minute gifts.

Radio reaches consumers on the path to purchase
When consumers are in their cars, 88% of ad-supported audio time spent goes to AM/FM radio, according to Edison Research's latest Q3 2019 Share of Ear. Shoppers hear AM/FM radio commercials that influence the stores they visit and brands they buy.

AM/FM radio drives store traffic
A recent study from the Radio Advertising Bureau and Dial Report shows that across categories, there was substantial store traffic lift among those who were exposed to AM/FM radio campaigns. Home improvement retailers saw a 7% lift in store traffic. Quick service restaurants, lunchtime and dinner destinations for hungry shoppers needing to refuel, saw a 23% lift. Beauty retailers and car dealers saw the greatest lift of 32% each.

Radio delivers digital impact for e-commerce retailers
Three digital case studies prove AM/FM radio increases site traffic, is effective at converting awareness into digital purchases, and drives significant website visitation.

AM/FM radio has a proven track record for retail
According to multiple Nielsen return on advertising investment studies, AM/FM radio generates an average of $16 of retail sales for every $1 of radio advertising.