Industry News

WWO: AM/FM Radio Ads Provide 14% Average Lift in Site Traffic

This week’s Cumulus Media | Westwood One Audio Active Group blog looks at the results of 17 attribution studies the company commissioned from LeadsRX for AM/FM radio campaigns for various goods and services. Some of the conclusions drawn from these studies include: 1) On average, AM/FM radio campaigns generated a +14% lift in site traffic across the 17 campaigns. Campaigns are measured against LeadsRx benchmarks to determine the performance of attributed lift. The scale ranges from aim small attributed lift (0% to +3% lift) to excellent (+15% or more). Across the 17 campaigns analyzed, the average attributed lift was +14%. Three tax preparation service campaigns achieved “excellent” status ranging from a +30% to +48% attributed lift; 2) On average, the 17 AM/FM radio campaigns saw the highest percentage of impressions at the start of the week, peaking on Mondays and Tuesdays. Compared to the Nielsen impressions, the AM/FM radio campaigns outperformed on Saturday, Sunday, and Monday. Advertisers should increase their use of AM/FM radio on the weekends. AM/FM radio campaigns on weekends drive impact and results; and 3) On average, evenings have a greater share of attributed web sessions due to available devices and free time of consumers. Mornings historically underdeliver their share of impressions since consumers are busy getting ready for work and school. This expected pattern should not be a reason to move campaign weight out of morning drive. Morning drive exposure results in web sessions during later dayparts when consumers have the time and available devices to respond. Read the full blog post here.

Industry News

RTDNA: News Consumers Want Journalists to Ask Tough Questions of Candidates

According to a study by Magid and commissioned by the Radio Television Digital News Association, most U.S. local news consumers want journalists to ask tough, but respectful, questions of candidates and regularly fact check those running for office. RTDNA released the data at its RTDNA23 in Minneapolis. The study finds 62% of local news viewers and listeners say it is “very important” that local sources andim journalists “ask tough, but respectful questions to get answers,” and 61% say it is very important they fact-check those candidates. RTDNA president and CEO Dan Shelley comments, “In our highly polarized society, Americans need to rely on their trusted local sources of news to get the facts about candidates, campaigns and other political issues. These findings offer a clear roadmap to ensure local reporters and news managers are providing voters with the information they crave to make critical decisions in the voting booth.” Other data from the study reflects news consumers’ attitudes about news organizations, finding that 47% of those surveyed said they were in strong agreement that the information they get from local news sources is accurate and correct. That number drops to 41% when local news outlets cover political issues. It also found that just 39% of people were in strong agreement that local news sources were balanced and represented all sides of an issue. See more from the RTDNA here.