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Nielsen Department Store Sales Effect Study Takeaways
RADIO ONLINE | Monday, April 11, 2022 |
In Spring 2021, a national department store ran an AM/FM radio campaign. The Cumulus Media | Westwood One Audio Active Group, in a historic new post-COVID study, examined the sales lift of the entire AM/FM radio campaign that included every single AM/FM radio ad run by the retailer. This week's Westwood One blog outlines the key findings.
Key takeaways:
- Light exposure to the campaign generated an eye-popping +22% increase in the retailer's customer base.
- Different seasonal messages delivered strong lifts in customer base and total sales growth.
- Exposure to the AM/FM radio campaign drove significant lifts in buying transactions, especially among heavy shoppers.
- The AM/FM radio campaign caused the retailers share-of-category spend to surge +14%, increasing total sales by +10%.
- For every dollar spent on the AM/FM radio campaign, the national department store chain generated $13 of incremental sales, on par with Nielsen's retail return on advertising spend benchmarks.
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