brand Case Study

National Radio Broadcast Company: Proving the Value of its Stations and Dj Personalities

The Client's Situation

Up close of a hand turning up a levels on an audio mixing board

The Challenge

Approach + Solution

We determined the best course of action was to establish two Control markets (non-client radio stations) to test against the Test market (client radio stations).

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.

Results

Our insights proved to our client that advertising on their station was beneficial, and that their DJ Personalities added further value to advertisers

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.

 

 

Up close of a radio microphone

Final Word

The client walked away with a powerful story of brand transference.
Our retention rates and lengths of engagement reflect our unwavering focus on surprising and delighting each and every customer, each and every time.
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