Upwave Study: Podcasts & Radio Boost Brand Metrics

An e-commerce retailer promoted its brand using AM/FM radio streaming and a sponsorship of the Katy Perry narrated�Elizabeth the First, the podcast about the outsized life and career of movie star Elizabeth Taylor. The six-month campaign ran from October 2022 to April 2023. The Cumulus Media | Westwood One Audio Active Group� retained Upwave, a leader in online brand effect measurement, to study the campaign.

Key findings:

• The brand effect of podcasts and audio streaming can be measured. Via its pixel, Upwave measures campaign effect on brand equity metrics among those exposed and unexposed.
• The e-commerce retailer campaign grew top of funnel metrics among women. The e-commerce brand’s familiarity and consideration among women increased post-exposure to the podcast and AM/FM radio streaming campaign
• Important brand images increased among women. Exposure to the podcast and AM/FM radio campaign grew key brand images for the e-commerce brand including being seen as a company consumers can trust, having the best deals, and offering coupons and sales.
• Purchase intent doubled among women. Women were twice as likely to use the e-commerce brand when looking for an e-commerce brand after being exposed to the podcast and AM/FM radio campaign.
• Best practice: Allocate 74% of marketing budgets to creating future demand (brand building). Target broadly with emotional advertising that runs in all days and dayparts.

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