brand Case Study
National Radio Broadcast Company: Proving the Value of its Stations and Dj Personalities
The Client's Situation
Our client, a national radio broadcast company, came to Phoenix looking to evaluate their advertising performance.
They wanted to prove to one of its largest advertisers (a car manufacturer) that advertising on their radio stations had greater impact on their key performance indicators than advertisements that aired on competitive radio stations.
Approach + Solution
We then conducted online testing among specified cities within each of the Test and Control markets. The survey included respondents who listened to a radio ad for the client’s advertiser, and addressed areas such as ad recall, brand impression, brand and model purchase intent, sentiment towards local dealerships, and other brand measures.
The advertiser’s performance was markedly higher across all key performance indicator measures when compared with either Control market on the same KPI’s. Additionally, our research proved their DJ Personalities added value to advertisers, as those who listened to our client’s DJ Personalities within the Test Market provided even stronger scores than the general population within the Test or Control markets.