A new Nielsen study, commissioned by Westwood One, paints a rosy picture for a major unnamed auto aftermarket retailer that engaged in a three-month national radio campaign from March to June 2016.
Nielsen matched the Nielsen Audio Portable People Meter (PPM) panel with credit and debit card spending data, so it could compare purchases of those exposed to the radio campaign with consumers who were not exposed. The results: the unnamed retailer generated $21 of incremental sales for every $1 spent on radio.
Nielsen calculated ROAS by dividing the total sales boost by the radio ad investment. It found that the radio campaign drove a 64% increase in new customers; and a 48% increase in total buyers. Additionally, those exposed to the radio campaign the most (seven or more times) represented nearly half of the total sales increase.
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