Report: Audio Is Sales Engine of Home Improvement
| RADIO ONLINE | Monday, August 19, 2024 |
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 Cumulus Media | Westwood One Audio Active Group |
This week's Cumulus Media | Westwood One Audio Active Group blog outlines multiple consumers studies that reveal audio listeners are the engine of home improvement sales as well as media strategies that can optimize impact. Among the findings, big audio users are massive home improvement shoppers as Podcast listeners and AM/FM radio listeners spend significantly more on home improvement than heavy TV viewers.
Other findings include:
- Audio is an ideal media platform to tout home improvement e-commerce as heavy AM/FM radio and podcast listeners are more likely to shop online
- AM/FM radio generates significant incremental reach for home improvement TV campaigns: Recent TV campaigns for The Home Depot saw significant lift in reach with the addition of AM/FM radio, especially among younger demos
- AM/FM radio generates three times the sales lift of TV in a historic Nielsen TV and AM/FM radio sales effect study for a home improvement retailer
- Home improvement media plans are overweight on linear TV and underweight on audio: The optimized plan should consist of 45% AM/FM radio, 30% linear TV, and 24% podcasts
- There is a wide variety of podcast genres and AM/FM radio programming formats with a rich concentration of home improvement shoppers
