Westwood One

Home improvement heavy spenders (online + in store) are 50% more likely to be heavy AM/FM heavy listeners versus heavy TV viewers. https://bit.ly/4dXuICL #westwoodone Key findings: - #Audio dominates among #homeimprovement shoppers who purchase most online - The younger skew of online home improvement shoppers explains why AM/FM radio outperforms TV - The Harris Poll Brand Tracker: Wayfair familiarity is strongest among 35-64s; Usage is strongest among 35-54s and families with kids and $100K+ household incomes - Harris Poll Brand Tracker: Wayfair’s brand equity among AM/FM radio listeners is the same as TV despite not spending on AM/FM radio; Wayfair’s brand equity is strongest among podcast listeners - Nielsen Media Impact: Shifting 20% of Wayfair’s TV budget to AM/FM #radio causes campaign reach to explode by +69%, especially among younger demographics and among light/medium #TV viewers

Through the first half of 2024, online #homeimprove­ment pur­chas­es have reached an all-time high representing near­ly 29% of all purchases, according to a study by Open Brand for the Home Improvement Research Institute. Current online home improvement purchases have even surpassed the 2020 pandemic era. Click below to watch a 14-minute video of Pierre Bouvard, Chief Insights Officer of the #CumulusMedia | #WestwoodOne Audio Active Group®, explaining how AM/FM radio and #podcasts work for the category and how a major brand sees reach explode with a reallocation from linear #TV to AM/FM #radio:

Contrary to the myth that #MediaMixModeling hates AM/FM radio, Nielsen reveals AM/FM #radio consistently ranks as a top tier medium for return on investment, ahead of streaming #audio. https://bit.ly/3YaC6F0 #westwoodone Key findings: - Weight matters: The weight of the impressions needs to be large enough to be measured. Allocate sufficient budget to AM/FM radio and other audio channels. - Using as-run deliveries rather than planned weight as this allows AM/FM radio to get more credit for sales effect. - Provide as-run deliveries by week and by DMA. - MMM data inputs should align with the brand’s #media strategy. For example, if a brand has separate campaigns targeting African Americans and Hispanics, as-run deliveries for those strategies should be provided.

New data reveals total U.S. AM/FM #radio listening is forecast to grow +10% in 2025 due to proposed plans to enhance how average quarter-hour audiences in #PPM markets are generated. https://bit.ly/3Bwr4ST #westwoodone

In a series of private meetings with customers, Nielsen has revealed potential plans to enhance the way it generates average quarter-hour audiences in the 48 markets which utilize the Portable People Meter. Crediting to AM/FM radio listening in local PPM markets will increase by +24%. For national marketers and media agencies, the expected impact in 2025 will be a +10% increase in total U.S. listening levels. Click below to watch a 13-minute video of Pierre Bouvard, Chief Insights Officer of the #CumulusMedia | #WestwoodOne Audio Active Group®, explaining how this change will impact AM/FM #radio listening levels:

To optimize the media plan, maintain #podcast allocation and shift #TV investment to AM/FM radio. https://bit.ly/4eKCHUG #westwoodone Key findings: - A brand needs to create future demand by #advertising to that much larger group of consumers who are not in the market and are not ready to buy now but will be in the future to grow. - To enhance the impact of your media plan, select #media audiences who have interest and usage in your category. - The Harris Poll Brand Tracker reports a meal kit service and a subscription management app generate extraordinary results with podcast ads. TV’s impact is non-existent while AM/FM #radio audiences are highly engaged with the brands despite no AM/FM radio ads running.

How does a brand generate incremental reach to grow sales without increasing the budget? Two brands, a meal kit firm and a subscription management app, were measured by the The Harris Poll Brand Tracker and analyzed using media plan optimizations via Nielsen Media Impact to determine how to resume growth without increasing media budgets. Click below to watch a 12-minute video of Pierre Bouvard, Chief Insights Officer of the #CumulusMedia | #WestwoodOne Audio Active Group®, explaining how brands who have saturated #podcasts should shift weight from #cable to AM/FM #radio:

AM/FM radio is an ideal media platform for the tax preparation category: Compared to TV viewers, AM/FM radio listeners are far more likely use tax preparation services. https://bit.ly/3XW2rYu #westwoodone Key findings: - Tax preparation campaigns on AM/FM #radio can be measured: Search and site attribution, brand effect, location visitation, and share of search measurement all quantified the positive impact of the AM/FM radio advertising. - AM/FM radio drives significant website visitation early in the #taxseason (January/February): Versus the 2023 tax season, LeadsRx reported a 59% growth in website traffic for the brand. - Media weight matters: Motionworks AI Inc. found location visitation surged in DMA markets where the AM/FM radio campaign was heaviest. - AM/FM radio worked. Easy to mind, easy to find: Tax preparation brand familiarity was 67% stronger among heavy AM/FM radio listeners compared to heavy TV viewers. - Brand awareness drives search; you have to be known before you’re needed: Strong brands are not built on clicks but on memories.

The Cumulus Media | Westwood One Audio Active Group® fielded a series of studies to measure the impact of multiple tax preparation services’ AM/FM #radio campaigns in 2024. Click below to watch a 15-minute video of Pierre Bouvard, Chief Insights Officer of the #CumulusMedia | #WestwoodOne Audio Active Group®, outlining how AM/FM radio powers #taxprep #advertising effectiveness: