Here’s A Great Case Study On Radio’s Sales Power via Radio+TV Business Report (source: Nielsen)

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.

Access full article from Radio+TV Business Report

Original Research — -“Yes, Advertising Works” – CBS, Meredith, Nielsen Catalina, Yahoo, Sequent Partners

Advertisers want to invest their media dollars where they will drive the highest returns. Over the past ten years, Nielsen Catalina Solutions has delivered over 2,200 consumer package goods Sales Effect studies. The goal of this research is to determine the incremental in-store sales lifts driven by advertising, as well as to understand the key drivers of the campaign so that the advertising can be improved over time.

Among the issues that will be discussed are:

  • Can you create a true “average” for the ROAS (return on advertising spend) or should we only provide guidance?
  • How do we make choices as to “what’s in or out” in order to have a fair comparison?

For more information visit Audience Measurement.

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