A study involving a series of AM/FM radio ad campaigns over two months, across more than 20 local markets — including small, medium and large markets — found that with significant gross rating points and listener reach and frequency, radio ads successfully boost aided and unaided awareness and ad recall, as well as leads, signups, registrations and purchases.
The research was conducted by brand tracking firm MARU/Matchbox and attribution measurement firm Claritas, using Nielsen reach and frequency data. While MARU surveyed 1,000 adults 18+ in these markets before and after the radio campaign to measure brand effect, Claritas quantified website conversions and purchases by placing their tracking pixel on the advertiser’s website, and studied the impact of ads on website home page activity, according to an analysis in Westwood One's weekly blog.
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