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Pharmaceutical Case Study: AM/FM Radio Campaign Scores High In Ad Recall And Drives Web Traffic For Brand

On Wednesday, March 13th, 2019, a brand and CUMULUS MEDIA partnered on a nationwide “takeover” of a four hour time period on 173 stations across 77 markets. The only advertising sponsor for this takeover, which aired 10AM to 2PM, was the brand, running their ad 2 times per hour.

This ad has been also been running on network radio since January 2017. The ad explains a specific disease state and drives listeners to an educational website.



To quantify the effect of the March 13th campaign, CUMULUS MEDIA retained MARU/Matchbox to survey consumers on awareness and recall for the AM/FM radio advertising. 698 consumers were surveyed from March 18th through March 25th, 2019 in markets where the campaign aired.

Here’s what we found:

Older demographics and women were most likely to recall the website mentioned in the ad. 32% of Boomers 55+ could recall the URL promoted in the pharmaceutical ad, higher than the 28% average. 30% of women could recall the website.



The website address was only mentioned in the creative once. The best practice for bands? Mention website addresses or important information early and often for better response.

17% of heavy AM/FM radio listeners recalled the pharmaceutical brand’s campaign, 2X greater than the average. Heavy AM/FM radio listeners were twice as likely to recall the campaign compared to the 8% average. Heavy AM/FM radio listeners were also more likely to recall the ad than heavy viewers (9%).

When played the commercial, nearly one-third of heavy AM/FM radio listeners could recall the ad, 72% greater than the average. After being played the commercial, a higher percentage of heavy AM/FM radio listeners could recall that they had heard the ad compared to the average (18%) and heavy TV viewers (18%).

Heavy AM/FM radio listeners were more likely to take action after hearing the ad. Compared to the average and heavy TV viewers, heavy AM/FM radio listeners who were exposed to the ad were more likely to take action. 23% of heavy AM/FM radio listeners were somewhat likely or very likely to visit the pharmaceutical brand’s website. 27% would recommend the product and 23% would talk to someone about it.

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