Sales Results Have a Way of Ending Arguments

Questions like these breed industry uncertaintiesamp160 Fortunately for media planners at least one option remains stable and effective AMFM radioamp160 As the call for a trustworthy healthyamp160and affordable medium for advertisers becomes louder among media decision makers AMFM radio is the solveWestwood Oneamp160has the first and only ROI guarantee in the audio spaceamp160 We created the guarantee to show brands proof of sales growth from AMFM radio advertisingamp160amp160quotWe have seen stunning radio ROI findings across the board and are so convinced of radio39s ability to generate a positive return we are offering an ROI guarantee to our advertisersquot saysamp160Suzanne Grimes Executive Vice President of Corporate Marketing Cumulus MediaPresident Westwood OneIn the last few years Westwood One has amassed case studies across multiple categories that prove AMFM radio increases sales with a positive return on advertising spendamp160 Here are four in the TV CPG retailamp160and QSR categories that prove the effectiveness of radioAMFM radio works for TV tuneinamp160 In support of the premiere of the returning season of a scripted drama series a major cable network included AMFM radio as part of the TVcentric media planamp160 Westwood One retained Nielsen to measure media campaign ROIWith only 5 of paid media AMFM radio delivered 15 incremental reach to paid TV and 20 of campaign impressionsAMFM radio amplified paid TV 6 frequency by 80Compared to TV reach AMFM radio delivered a much younger audienceamp160 Nearly half of TV deliveries were 55 whileamp16070 of AMFM radio deliveries were 1854AMFM radio works for consumerpackaged goodsamp160 Earlier this year Westwood One released results from a firstever radio sales effect study for a men39s personal care brandamp160 Via a Nielsen Catalina ROI study using actual shopper card data matched to portable people meters radio39s impact was quantifiedExposure to the AMFM radio campaign generated an 8 lift in sales for the parent brand driven by more spending per tripEven more significant for every 1 invested in AMFM radioamp160the parent brand saw an 1196 in return on advertising spendAMFM radio works for retailamp160 In 2017 Westwood One released a ROI study with Nielsen which measured the sales effect of an AMFM radio campaign for an auto aftermarket retailerThe auto aftermarket retailer generated an astounding 21 of incremental sales for every dollar spent in radioThe radio campaign drove a 64 increase in new customersIn all the radio campaign generated a 48 increase in total buyersAMFM radio works for quick service restaurantsamp160amp160Westwood One conducted an ROI study for a major national restaurant chainThe AMFM radioamp160campaign grew new buyeramp160penetration by 40 while the TVamp160campaign grew new buyer penetration by 26At only 20 of the budget the AMFM radio campaign generated a reach that was 72 of TV39s reach delivery The AMFM radio campaign added 43 incremental reach to televisionamp160Light and medium exposure to the TVamp160campaign generated the greatest sales effectamp160 The greater theamp160exposure to the AMFM radioamp160campaign the greater the sales effectWhether the goal is to drive purchase tuneinamp160or store traffic AMFM radio has a track record of delivering positive return for brandsamp160 AMFM radio39s power as a medium that drives action is evidentAMFM radio39s results are quantifiable amp160These case studies are examples of how brands can utilize the medium to its maximum potential and prove impactThe Westwood One ROI Guarantee program has four stepsRight consumeramp160amp160Westwood One will build a media campaign to target ideal consumers with sufficient reachRight messageamp160amp160As half of ROI is due to creative Westwood One will pretest the creative executions to ensure strong performanceProve impactamp160amp160A Nielsen ROI study will measure campaign sales impactGuaranteedamp160amp160If ROI is not positive Westwood One will run no cost supplemental media weight to deliver the guaranteed ROIPromising ROI takes the risk out of putting AMFM radio America39s No 1 mass reach media into the planamp160 quotMarketers demand solutions to reach customers and generate results and the Westwood One ROI Guarantee elevates radio as the measurable mass reach medium that simply put deliversquot Grimes concludedClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Sales Results Have a Way of Ending Arguments

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Pierre Bouvard

We Are the Outliers - By Jack Myers

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Sales Results Have a Way of Ending Arguments

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Pierre Bouvard

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