Purpose:
Measure targeted audio and radio on-site at retail to drive measurable brand and retail impact in high African American DMAs.
Key Findings:
Radio drove a 7% sales lift at the stores that hosted live radio remotes and +3% across all DMA test markets.
Key Takeaways:
- Promotions Drove Store Visitation Intent: The campaign generated a +8-point lift in "Very Likely" intent to visit the retailer for the multi-brand consumer product goods (CPG) promotion #1 and a +10-point lift for promotion #2, demonstrating clear influence on shopping behavior.
- Strong Breakthrough on Promotional Awareness: Aided awareness of the CPG company's brands x retailer promotions increased by +5 to +10 points across all three test markets, confirming message clarity and effective recall.
- Retail Context Strengthened Brand Perception: The retailer's brand favorability increased by +6 points, reinforcing the effectiveness of pairing CPG product promotions within the in-store retail environment.
- Brand Equity Meaningfully Reinforced: Exposure to the campaign drove "Strongly Agree" lifts of up to +11 points across core CPG company brand attributes, including trust, value, household relevance, and ease of stocking up.
- Live, Local Activation Added Incremental Value: Likelihood to visit the retailer for a radio-hosted live remote increased by +5 points, validating the additive impact of community, in-person engagement layered onto audio.
- Positive Individual Brand Level Shifts: Significant lifts were observed at the individual brand level across key metrics such as purchase intent and aided awareness. While high awareness brands remained strong, lower-familiarity brands experienced the greatest gains, highlighting the campaign's ability to drive incremental growth.