Key findings of the Westwood One and Nielsen study include:
- Radio boosted brand awareness and app usage. Nielsen saw that ads airing in Westwood One’s programming generated a 26% increase in app awareness. Even more important, the app saw a 21% increase in usage of the app overall.
- The NFL radio campaign was memorable, driving significant brand image increases. Among those who were exposed, key image associations grew. Those who heard the campaign were 18% more likely to indicate that the app company offered a “convenient transfer of money.” It also saw images of trust and leadership increase.
- The NFL radio campaign boosted awareness of the entire media plan. Exposure to radio led to far greater recall for all other elements of the media campaign including digital, television, billboard/outdoor, mobile, and print advertising.
- Radio ads voiced by play-by-play talent performed best. Compared to other ads tested by Nielsen, the creative favorability for ads voiced by radio talent tested off the charts, 60% better than the Nielsen radio creative average.