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Radio Campaign Grows Office Supplies Retailer Sales


Westwood One
Westwood One

In Summer 2021, a national office supplies retailer ran an AM/FM radio campaign across many radio networks. The Cumulus Media | Westwood One Audio Active Group, in a new post-COVID study, commissioned a Nielsen sales effect study of the entire AM/FM radio campaign that included every AM/FM radio ad run by the retailer. This week's blog outlines the results of the study.

  • Online shopping generated greater spend per transaction. Online shoppers represented 17% of total spend from only 8% of total transactions.

  • Among households with children, the AM/FM radio campaign generated significant sales lift: +4% share of category spend, +10% growth in spend per buying household, +11% customer increase (buyer penetration), and +23% total spend growth.

  • New buyer impact: Exposure to the AM/FM radio campaign drove significant lifts in spend per transaction (+15%) and customer growth (penetration) among new buyers (+6%).

  • The total AM/FM radio sales impact was hard evidence of AM/FM radio's ability to drive significant business outcomes: +6% customer growth, +11 sales lift, and +21% increase in share of category spend.

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