Report: Amazon Prime Day Powered by AM/FM Radio

RADIO ONLINE | Monday, July 15, 2024

Cumulus Media and Westwood One

Amazon will debut its 10th Prime Day event this week. From July 16-17, Prime members will get access to millions of deals. Since the inception of Amazon Prime Day, the audio audience has been the engine of e-commerce purchases. This week's Cumulus Media | Westwood One Audio Active Group blog examines how Amazon Prime Day is powered by AM/FM radio and makes the case for retailers giving audio a starring role in their holiday media plans.

• AM/FM radio and podcasts are ideal medium platforms for retailers and e-commerce brands: Heavy audio listeners are more likely to shop online. Heavy AM/FM radio and podcast listeners also spend more online than TV viewers. AM/FM radio listeners and heavy podcast listeners over-index on Amazon Prime membership and purchase intent.

• AM/FM radio makes your TV better - "20 gets you 50": Nielsen Media Impact optimizations reveal shifting more media weight to AM/FM radio generates significantly more reach, especially among younger demographics 18-49. AM/FM radio does an extraordinary job increasing campaign reach among light TV viewers, who are far less likely to see retailer TV ads. The rule of thumb is "20 gets you 50": a 20% shift of a TV media budget to AM/FM Radio generates a 50% increase in reach.

• Audio holiday AM/FM radio campaigns work: Consumers exposed to an Amazon holiday AM/FM radio campaign have higher brand equity (awareness, ad recall, prior purchase and purchase intent). Nielsen sales effect studies reveal AM/FM radio campaigns for retailers generate significant return on advertising spend: $15 dollars of incremental sales for every dollar of AM/FM radio advertising.