Study Shows AM/FM Radio Boosts Pharma Brand Awareness
| RADIO ONLINE | Monday, October 20, 2025 | 2:47pm CT |
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 Cumulus Media and Westwood One |
A new Harris Poll Brand Tracker study reveals that an over-the-counter pharmaceutical brand achieved major gains in awareness, favorability, and usage from its 2025 AM/FM radio campaign-despite spending seven times less than on linear TV. The findings were detailed this week in Cumulus Media | Westwood One's Audio Active Group blog.
According to Nielsen Media Impact, the addition of AM/FM radio to the media plan boosted the campaign's 35-54 reach from 33% to 58%, an 80% increase in total reach. While the brand's TV-heavy strategy failed to move the needle, heavy AM/FM radio listeners showed marked improvement in awareness, trial, and likelihood to recommend the product.
By contrast, brand equity among heavy TV viewers actually eroded during the same period, with declines in familiarity, consideration, and usage despite the larger spend. Analysts suggest this may reflect weak reach and engagement among the brand's core audience.
The Harris Poll study, conducted from February through July 2025 among 1,385 adults ages 35-54, found that the brand's radio campaign resonated more strongly with consumers than its TV effort. Ad recall among heavy radio listeners matched that of TV viewers, despite the disparity in spending.
Miller Kaplan reports that pharmaceutical spending on network radio is up 9.3% year to date through August 2025, with brands like Pfizer, AbbVie, Bayer, and Johnson & Johnson among those investing in the medium. Cumulus Media | Westwood One has now compiled nearly a dozen case studies showing radio's power to lift brand equity and campaign performance for pharmaceutical advertisers.
Read the full analysis on the Cumulus Media | Westwood One Audio Active Group blog here.
