The email headline in my inbox last month read:

AM/FM Radio Delivers Results For Retailers This Holiday Season

I’ve got the highlights and insight from this report from WestwoodOne.com.

The data comes from multiple credible research companies like Nielsen, Edison and others.

The celebration of Thanksgiving and Black Friday marked the start of one of the biggest shopping seasons of the year.

With money on the table, both brick and mortar and e-commerce retailers need to capture consumer attention.

AM/FM radio advertising drives retail results

AM/FM radio is highly effective at reaching these potential customers during the holidays with a massive 77% adult 18+ average weekly reach regardless of the season, according to Nielsen.

In the week leading up to Thanksgiving, 77% of adults 18+ are reached by AM/FM radio. 78% of adults 18+ are reached the week of Christmas, making AM/FM radio the prime advertising vehicle for reaching shoppers trying to find last minute gifts.

First off, despite the perception of radio dying, it’s not.  Typically 77% of adults listen to the radio every week, year-around.  In my 21 years of working in the advertising side of radio in Fort Wayne, Indiana with insider access to rating data, I’ve seen radio listenership remain pretty steady the past two decades.  Meanwhile other traditional media like Broadcast and Cable TV have had major disruptions and the local newspaper business is nearly dead compared to even a decade ago.

What about all the alternatives to listening to traditional AM/FM radio?  And what about all the online shopping?

Yes, people are also listening to podcasts and buying from Amazon.  However, the impact is minimal for local businesses.  Here’s more data:

AM/FM radio is an on-the-go medium, reaching consumers close to the point of purchase. 65% of all AM/FM radio listening occurs away from home, according to Nielsen. Advertisers who invest in AM/FM radio are reaching consumers at a critical time when purchase decisions are made.When consumers are in their cars, 86% of ad-supported audio time spent goes to AM/FM radio.

Podcast listening clocks in at just 7%.

Finally let’s connect radio listener habits with advertising results:

AM/FM radio has a proven track record for retail

According to multiple Nielsen return on advertising investment studies, AM/FM radio generates an average of $16 of retail sales for every $1 of radio advertising.

The report has all kinds of stats but instead of boring you with numbers, I have a couple of stories from businesses I’ve worked with this year.

There’s the financial planner who just kicked off his 30th consecutive year on WOWO.

The furniture upholstery shop that has been on WOWO for more than 25 years.

The glass shop that has been on WOWO for almost 5 decades.

And then the newer advertising partners like my dentist who began on WOWO in 2020 when we were in the midst of a pandemic and within 4 year has increased their ad by a multiple of 5.  The sandwich shop that is using WOWO and our sister stations to invite hungry listeners to visit them at their new location.  

All of these business advertising partners are only using WOWO radio and our sister stations because of the results.  Not just during the holidays, but year round.  Want to know more? Contact me: Scott@WOWO.com