Targeting Market by Market to Drive Call Volume

• Radio increases TV’s reach
• In a TV-only campaign, 10% of the budget was shifted to radio.¹
• Increased reach by +41%.¹
• Reach increased 57% to 80% with the same budget with the 10% radio allocation.¹
• Nielsen’s analysis of a major wireless company’s campaign showed increased reach, particularly with younger demos.⁵
• The TV ads reached about 58% of P18-34. Radio reached an additional 20%, producing an +35 increase in overall audience reach.⁵
• Radio reaches light TV viewers
• Light and non-TV viewers are hard to reach.⁴
• 44% of Americans represent only 10% of total TV commercial impressions.⁴
• The solution lies in radio, as it reaches 92% of light TV viewers making its addition to TV-only plans effective.⁴
• Radio influences behavior and response
• A study of over 92K lawn and garden retailer radio ads generated a 4% increase among new users online.²
• The ads delivered an average of 4.0 new online visits per airing.²
• In an auto study, radio increased brand perception by 70% versus unexposed radio listeners.³
• 78% said the dealership had a great selection of cars.³
• 72% said the auto company offers competitive pricing.³
• 72% said that they have a higher likelihood to recommend the dealership.³
• 70% said they trust that dealership.³
• 67% said they offer attractive financing terms.³
• 47% said that they favor the dealership more.³
• Radio’s appeal is that it’s local⁶
• Radio informs listeners on traffic, weather and events.⁶
• 87% of listeners strongly agree that radio’s primary advantage is its local feel.⁶
• 33% of listeners listen to local radio to be updated on emergencies.⁶
• 35% listen to be informed on what’s going on locally.⁶
• 36% listen to stay updated on news.⁶
• Radio connects emotionally, creating a receptive environment
• 83% value and trust their favorite radio personality’s opinions.⁷
• 81% of listeners consider DJ’s a friend, family member or acquaintance.⁷
• 52% of listeners feel a connection with radio.⁶
• 46% say the radio keeps them company.⁶
• 38% of listeners listen to get in a better mood.⁶
• 32% of listeners listen to the radio to escape pressures of everyday life.⁶

Source: 1)Westwood One, National Nielsen Media Impact August 2019 campaign; 2) NumericOwl, RAB, Radio Grows Site Traffic for Lawn and Garden Jan-Dec 2021; 3)Nielsen, SBCA, The Value of SoCal Radio to the Auto Industry, 2019; 4) Westwood One, Nielsen, AM/FM Radio Makes Your TV Better 2018; 5) Nielsen PPM Custom Analysis, July 1-28, 2019 / P6+ unique audience exposed to a major wireless campaign on TV & Radio; 6) Jacobs Media, Tech Survey 2022; 7) Katz Radio Group, Our Media, 2019

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