Purpose:
Determine the impact that in-vehicle, AM/FM dashboard messages and accompanying visuals bring to entertainment brands.
Key Findings:
Combining radio's most loyal audiences with the power of the show's visual on the vehicle's dashboard screen generated a huge lift in campaign performance.
Key Takeaways:
- Captured attention: +74% of drivers and passengers pay attention to the information on screen when listening to broadcast radio.
- Brand lift: QuuVN's visual-only Content Partnership generates a significant lift in brand equity.
- Reach and repetition amplifies results: Heavy radio listeners with more exposure to the show's QuuVN Content Partnership ads saw strong lifts in show familiarity (+130%), favorability (+54%), show consideration (+50%), and show intent (+64%).
- Resonates: Visual Quus resonated most with loyal radio audiences, increasing show familiarity by +130% and watch intent by +64%. With heavy listeners generating 2/3 of a station's total listening, the entertainment brand had a powerful opportunity to supercharge its ad campaigns with visual radio ads.
- Successful season: The show was renewed for another season on the streaming service.