Home Login RADIO ONLINE RSS Facebook
Find Radio Online
AM FM HD

Advertisement

Radio Campaign For Pharmaceutical Generates Strong Lift


Westwood One
Westwood One

For decades, pharmaceutical brands have used television to build their brands. With cable penetration falling from 90% of all homes to only 62% and a shift of TV viewing to advertising-free streaming video services, pharmaceutical brands can maintain reach by adding new media platforms. This week on its blog, Westwood One's Insights team makes the case for AM/FM radio for pharmaceutical brands.

  • Nielsen Media Impact: AM/FM radio can help pharmaceutical brands crash through the 70% monthly reach ceiling: In Q1 2019, Otezla, a psoriasis medication, spent $36.4 million in television. The campaign achieved a 59% reach among adults 25-54. When 20% of the TV media plan is reallocated to AM/FM radio using Nielsen Media Impact, reach soars from 59% to 90%, a +53% increase in reach for the same budget.

  • Signal Hill Insights: Disclaimers in pharmaceutical AM/FM radio ads are not a deterrent: In a just-released study by Toronto-based Signal Hills Insights, a large group of consumers was exposed to a 60-second pharmaceutical AM/FM radio ad with a disclaimer. The outcome showed there were no issues with the disclaimer. Fewer than 8% said they disliked the AM/FM radio ad either somewhat or a lot.

  • AM/FM radio builds pharmaceutical brands and drives business outcomes: Over the last two years, CUMULUS MEDA | Westwood One has published three pharmaceutical case studies documenting how AM/FM radio campaigns generate strong impact. One was a "takeover" of 173 Cumulus AM/FM radio stations across 77 markets that drove lift in upper- and mid-funnel brand measures. One was a yearlong pharmaceutical brand campaign that generated significant growth in brand equity. The third was a new pharmaceutical brand that launched successfully using AM/FM radio despite the pandemic.

  • Signal Hill Insights: A yearlong AM/FM radio campaign lifted brand equity and actions taken for a pharmaceutical brand: AM/FM radio was an ideal media for the pharmaceutical brand as those with symptoms were more likely to be heavy AM/FM radio listeners.

  • The AM/FM radio campaign generated brand equity growth: The comparison of the February and October Signal Hill Insights studies revealed strong lift in brand equity among heavy AM/FM radio listeners who frequently listen to the AM/FM radio programming formats featured in the campaign.

  • The AM/FM radio campaign led to online research and physician conversation: After exposure to the AM/FM radio ad, consumers suffering from the condition indicated they would be very likely to visit the pharmaceutical brand's website and research the medication. About a quarter of listeners said they were likely to speak to their physician about the brand.

  • ABX: Pharmaceutical AM/FM radio ads tested at 90% of the impact of TV ads for one-fifth the CPM.

Advertisement

Latest Radio Stories

AWMF Unveils 49th Annual Gracie Awards Winners
Gracies
Gracies
The Alliance for Women in Media Foundation (AWMF) has announced winners of the 49th Annual Gracie Awards. The Gracies celebrate outstanding achievements in media dedicated to women, by women, and about women across diverse platforms in news and More

Study: Core Commercial Radio Fans Weigh in on AI
Jacobs Media
Jacobs Media
The big story in broadcast radio and all of media is the impact of Artificial Intelligence. In the past year, much has been said and written about how radio broadcasters -- from management to talent -- feel about this burgeoning technology. But now More

Listening to Podcasts and Online Audio Hit New Highs
The Infinite Dial
The Infinite Dial
The portion of Americans who listen to any kind of online audio, and the portion who listen to podcasts, have both reached new record highs, according to The Infinite Dial an annual survey from Edison Research with support from Audacy, Cumulus Media More
Advertisement

iHM Announces Partnership Extension with D.C. United
D.C. United
D.C. United
iHeartMedia/Washington, DC inks an extension to its partnership agreement with D.C. United to deliver local radio broadcast for all of the club's 2024 Major League Soccer regular season matches, effective through the end of the 2024 season. As part More

CMN Promotes Robert Blum, Tyler Brewer & Chris Kleiber
Compass Media Networks
Compass Media Networks
Compass Media Networks promotes three-long-standing executives, Robert Blum, Tyler Brewer and Chris Kleiber, who will collectively oversee the content creation, production and distribution of the company's play-by-play sports platform. The More

Matt Pinfield Joins The SoCal Sound for Afternoons
Matt Pinfield
Matt Pinfield
Veteran air talent and television host Matt Pinfield is joining KCSN-FM (88.5 FM The SoCal Sound) in Los Angeles as AAA outlet's new afternoon host from 2-6pm. The music personality fills the spot left open by Andy Chanley, who announced earlier More

Return to Menu

Advertisement

Subscribe to our Newsletter
Radio news and headlines delivered right to your e-mail box -- and it's free.

Quick Snaps
Benztown: Benztown was at Radiodays Europe 2024, which was held in Munich on March 17-19th. Benztown hosted a well-attended party for customers and partners during Radiodays Europe 2024 on Monday, March 18. Pictured is a traditional Volksmusik band performed for Benztown party attendees at Munich's Augustiner-Keller restaurant. In front in black shirt raising a glass is Oliver Klenk, Head of Production & Composition, and to his right, also in black shirt, is Stephan Halfpap, General Manager, Maxmedia, Austria.

Advertisement

Advertisement