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  • New Findings About Radio's ROI From Westwood One

    March 7, 2018 at 5:04 AM (PT)
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    ROI Data

    In a new blog post, WESTWOOD ONE writes, "In the past, consumer packaged goods (CPG) ROI case studies for AM/FM radio were focused on snacks or food products. Now, for the first time, in partnership with NIELSEN CATALINA SOLUTIONS (NCS), WESTWOOD ONE is unveiling results from a men’s personal care brand sales effect study."

    WESTWOOD ONE Pres. and CUMULUS MEDIA EVP/Marketing SUZANNE GRIMES notes, “WESTWOOD ONE has been very vocal that AM/FM radio delivers an impressive return on investment for brand marketers. Today, we back that statement up with a NCS study for a major personal care brand, which shows a $12 return on advertising spend for every dollar of AM/FM radio advertising. NCS is the gold standard for CPG sales measurement, and these findings show that a personal care brand can use radio to realize impressive sales lift and a powerful return on ad spend.”

    To determine sales lift, NIELSEN CATALINA SOLUTIONS matches PORTABLE PEOPLE METER (PPM) panel data and shopper card data from NIELSEN CATALINA and NIELSEN HOMESCAN. This creates a household match of actual AM/FM radio listening and their purchase habits.

    NIELSEN CATALINA SOLUTIONS CEO MATT O’GRADY explains, “The most effective way to measure the sales driven by advertising is by connecting purchase data with media exposures to understand how advertising impacts sales at the register.” NCS calibrates the largest shopper dataset of over 90 million unique households, from CATALINA, with NIELSEN’s retail sales and consumer panel data, to represent nearly 100% of total US all-outlet CPG spend. Using an advanced methodology, NCS can connect NIELSEN’s gold-standard Radio Ratings data with shopper data to understand what advertising households were exposed to and how it impacted their purchasing.

    "Using this information, NIELSEN can give a clear picture of sales impact driven by the AM/FM radio campaign and those who were not. The men’s personal care brand AM/FM radio campaign ran from MARCH 2017 through SEPTEMBER 2017. Here’s what NIELSEN CATALINA SOLUTIONS found:

    Read the full post here.

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