AM/FM Radio Makes Your TV Better: Westwood One Adds Nielsen Media Impact Media Planning Tool To Its ROI Guarantee Audio Insights Platform
Westwood One has selected the Nielsen Media Impact cross-platform media planning and optimization platform to transform how we position AM/FM radio to national advertisers.
Nielsen Media Impact is a new product offering in our groundbreaking Westwood One ROI Guarantee audio insights platform that can show a national brand the current performance of their television campaign and then demonstrate the impact of adding AM/FM radio.
In 2018, Nielsen enhanced Nielsen Media Impact, the industry-leading cross-platform media planning solution, to include national AM/FM radio and Portable People Meter radio markets. Nielsen’s national AM/FM radio data within Nielsen Media Impact allows buyers and sellers to understand the value of AM/FM radio as a medium at the national level, as well as the incremental reach achieved by including national AM/FM radio in the media mix. With the national version of Nielsen Media Impact, clients can plan and optimize media allocation and compare total AM/FM radio, formats, and AM/FM radio owner groups with other national media (including TV, digital, print, cinema and digital place-based media) in advanced audience segments.
“With Nielsen Media Impact, we can show our advertising partners the effect on overall campaign reach and frequency when money is moved between media,” said Suzanne Grimes, EVP, Marketing, CUMULUS MEDIA and President, Westwood One. “Advertisers will be able to access this tool through the groundbreaking Westwood One ROI Guarantee audio insights platform. It’s a new dimension in making media investments work smarter for marketers using radio, podcasting, and streaming to drive ROI. We welcome the opportunity to demonstrate the power of adding audio to a media plan, giving agencies and brands the information they need to understand the true value of our medium in driving sales.”
“We are pleased to welcome Westwood One as a subscriber for Nielsen National Media Impact,” said Brad Kelly, Managing Director, Nielsen Audio. “With NMI we now have a much clearer understanding of how radio and TV complement, supplement, and amplify one another. Westwood One is well positioned to make the most of this extraordinary new tool and shine a bright spotlight on how AM/FM radio can deliver more consumers that advertisers seek.”
Here’s a first look at Nielsen Media Impact in action:
Movie launch: Shifting 20% of the TV budget to AM/FM radio adds +70% incremental campaign reach
Here’s an actual movie launch campaign from last summer. In June 2018, a movie studio spent $5.6 million dollars on network television and achieved a 43% reach of adults18-49.
Shifting just 20% of the TV budget to AM/FM radio results in a lift of 18-49 campaign reach from 43% to 73%. Adding AM//FM radio to the movie launch media plan generates an astonishing +70% increase in campaign reach.