CASE STUDY

Tracking Impact of National Radio Campaign

Problem

An agency wanted to test the impact of radio for an OTC pharma brand treating an ailment skewing to younger women. The brand is a legacy TV advertiser.

Solution

The brand embarked on a year-long national radio campaign using light-to-moderate weight focusing on female-skewing radio formats (Top 40, Soft Rock, Country, R&B/Urban).

Online surveys with a total sample of 3,000+ adult Americans were conducted near the beginning and end of the campaign to check radio’s impact.

Outcome

Results of the pre/post Brand Lift Study showed gains across most key brand metrics, with greater lift on all measures among heavy radio listeners who frequently tune the target formats. Purchase consideration (% very likely) was up 50+% among these target listeners.