Radio strengthens the B2B brand and

Radio promotes brand improvement and business-to-business sales

Westwood a

Some of the most successful AM / FM radio and podcast advertisers are business-to-business (B2B) brands. Extensive use of AM / FM radio by a major B2B brand dramatically increases brand awareness, brand awareness, purchase intent and advertising recall. This week’s Westwood One blog describes how AM / FM radio is driving brand growth and sales effect for B2B brands using several case studies.

  • Successful B2B AM / FM Radio Campaigns Use More Than News / Talk Stations: Although News / Talk is a powerful format, studies show that business decision makers listen to a wide variety of AM / FM radio programming formats. A series of MARU / Matchbox studies found that makers of a broad category of B2B brands listen to a wide range of AM / FM radio programming formats.
  • Spontaneous awareness increased by + 35% and brand awareness increased by +33%. Average brand perception increased by + 25%.
  • Extensive use of AM / FM radio by a major B2B brand dramatically increased brand awareness, brand awareness, purchase intention and advertising retention: spontaneous awareness increased by 35% and brand awareness increased by 33%. Average brand perception increased by + 25%.
  • A software company used AM / FM radio to reach those who make or influence decisions about their company’s HR software: Another MARU / Matchbox study found that HR software decision-makers frequently listen to a wide variety of formats. AM / FM radio programming, + 13% more AM / FM radio formats than the average frequent listener.
  • AM / FM radio worked for software company HR: A study on the effects of the MARU / Matchbox before / after campaign found that AM / FM radio improved measures of brand equity. Spontaneous awareness increased by + 50%. Usage increased by + 26%. Average brand perception increased by + 29%.
  • Strong impact on the power of AM / FM radio listeners for a construction equipment rental company: A MARU / Matchbox study of construction equipment decision makers found that those who were extremely likely to buy or to rent equipment for their business in the next year were + 12% more likely to be heavy listeners of AM / FM radio.
  • CDW, a Computer Hardware and Services Company, Uses Westwood One’s NFL and NCAA March Madness Broadcasts to Reach IT Decision Makers: A Series of Nielsen Studies Over Five Years Finds Westwood One’s NFL Audience achieved a high concentration of IT influencers. Studies also found that half of all March Madness AM / FM radio listeners are IT influencers involved in purchasing decisions.
  • An enterprise software brand used AM / FM radio to successfully reach small business owners and decision makers: A recent study of small business software makers (up to 100 employees) conducted by Hanover Research found revealed that Rock-based AM / FM radio programming formats with Top 40 and News / Talk generate the greatest reach among decision makers.


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