Tracking Impact of National Radio Campaign
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.
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.
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.