Westwood One

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:

The prevailing #media narratives are wrong. Know the realities with eight things brands get wrong about AM/FM #radio: https://bit.ly/47tstWp #westwoodone - 82% of Americans are reached by AM/FM radio weekly, nearly twice what advertisers perceive. - 85% of pre-COVID commuters are now working outside the home. The proportion of in-car AM/FM radio listening has returned to pre-pandemic norms. - The audience share of AM/FM radio is 17X larger than ad-supported Spotify and 14X larger than ad-supported Pandora. - AM/FM radio rules ad-supported audio in the car. - AM/FM radio boosts campaign reach, adding over 14 points of incremental reach beyond TV, CTV, and digital. - In a typical day, digital audio reaches only a third of America. AM/FM radio reaches two-thirds of America. - #Audio is #2 in short-term return on investment and #3 in long-term ROI. On average, AM/FM radio generates a +14% lift in site traffic across 17 campaigns. - Anything that can measured in digital and TV can be measured in audio with #CumulusMedia | #WestwoodOne Audio Active Group® measurement solutions. - Persons 18-34 is one of the largest AM/FM radio listening demographics. Over 55M persons 18-34 listen to AM/FM radio weekly.

Ad community perceptions of media audiences are often completely opposite reality. Duncan Stewart, Director of Research, Technology, Media & Telecommunications at Deloitte, puts it best: “Why do people think that nobody listens to radio anymore? Because there is a narrative that new #media kills old media, so nobody bothers to look at evidence that doesn’t fit the narrative.” Let’s challenge the narrative and look at some evidence. Click below to watch a 15-minute video of Pierre Bouvard, Chief Insights Officer of the #CumulusMedia | #WestwoodOne Audio Active Group®, disproving eight of the biggest misperceptions brands hold about AM//FM #radio:

AM/FM #radio has a dominant 69% share of ad-supported audio; #Podcasts have a 19% share, according to Edison Research. https://bit.ly/4dQaJqx #westwoodone Key takeaways: - Since consumer interest in Pandora Radio hit an all-time high in 2008, its audience and profile have significantly collapsed, according to Google Search trends. - A brand-new Advertiser Perceptions study conducted in August 2024 reveals marketers and media agencies need to “take the me out of media” as they wildly overestimate Spotify and Pandora audiences and dramatically understate AM/FM radio’s shares. - Podcast audiences soar. At a 19% share of ad-supported audio, podcasts now represent one out of every five minutes of U.S. ad-supported audio. - Among registered voters, AM/FM radio leads in ad-supported audience share (69%), followed by podcasts (19%).

For the last ten years, Edison Research's quarterly “#ShareofEar” study has been the authoritative examination of time spent with audio in America. Edison surveys 4,000 Americans annually to measure daily reach and time spent with all forms of #audio. This analysis of the just released Q2 2024 data focuses on what advertisers care about – ad-supported audio. Click below to watch a 12-minute video of Pierre Bouvard, Chief Insights Officer of the #CumulusMedia | #WestwoodOne Audio Active Group®, explaining the key findings from the latest Q2 2024 release:

The NFL on AM/FM radio is a reach machine: Each week, new listeners tune in. https://bit.ly/3X5lHRG #westwoodone Key findings of the 2024 Westwood One NFL Listening Study: - More engaged: The sports listener is more passionate, giving #audio commercials greater impact - Mass reach: Buy deep in a game and long in the season to capture the massive 64 million reach - Closest to the point of purchase: Reach busy on-the-go people whose “best available screen” is their in-car AM/FM #radio - Desirable consumers: Reach a young, employed, and upscale audience with greater spending power - Makes your TV better: The NFL on Westwood One is an effective way to amplify reach and frequency of an #NFL TV campaign

According to a brand-new season-long Nielsen analysis of Portable People Meter tuning for the 2023-2024 season, a total of 64 million people listen to the #NFL on Westwood One. Click below to watch a 13-minute video of Pierre Bouvard, Chief Insights Officer of the #CumulusMedia | #WestwoodOne Audio Active Group®, explaining the key findings from study and outlining how #sports #radio play-by-play listeners are more engaged than the TV audience: