By Pierre Bouvard
The ability to measure AM/FM radio’s ability to drive viewership to TV premieres and events is now exceptionally accurate. Nielsen’s “Promo Effect” study uses the 80,000-person Portable People Meter panel.
TV show viewership is examined among those exposed to TV tune-in AM/FM radio ads and those who did not hear the AM/FM radio ads. The difference in TV audiences between those exposed and not exposed is the “lift” generated by the AM/FM radio ads.
Campaign weight is important: AM/FM radio TV tune-in campaigns should be least 150 GRPs and generate a minimum 45% reach
Buying a little bit of AM/FM radio on the day of TV show’s premiere is “spray and pray,” an insufficient investment yielding tiny amounts of reach. To make an impact, TV tune-in AM/FM radio campaigns should generate at least a 45% reach via 150 GRPs.
While TV promos reach the heavy TV viewers, AM/FM radio ads drive awareness and interest among medium/light TV viewers
TV promos for shows on a network do a great job of reaching heavy TV viewers and existing network viewers. AM/FM radio ads excel at reaching light/medium TV viewers who miss promos and paid TV ads running on other networks and cable.
A series of five incremental reach studies conducted by Nielsen reveals AM/FM radio ads excel at impacting hard to reach medium and light TV viewers. Across the five campaigns, AM/FM radio ads generated a +78% lift in incremental reach among light TV viewers.
Here are three TV tune-in case studies measured by Nielsen’s “Promo Effect” service.
Case study: Eight-episode documentary mini-series
The AM/FM radio campaign lasted four weeks, the two weeks leading up to the launch and during the ten-day period of the mini-series. CUMULUS MEDIA | Westwood One retained Nielsen to measure TV audiences for each episode from live viewing up to seven days of time-shifted exposure.
The AM/FM radio campaign generated a +52% lift in viewership to the series. The younger the demographic, the greater the lift of TV tune-in. Exposure to the AM/FM radio campaign drove a +28% lift in TV audiences among 55+ viewers and an +86% increase among persons 25-54. Among Millennials 18-34, there was a +119% lift.
Among those who watched multiple episodes of the mini-series, the AM/FM radio campaign generated the greatest tune-in lift.
The frequency sweet spot occurred among those exposed two or three times to the AM/FM radio tune-in campaign. Viewership among persons 18-54 was double among those exposed two or three times to the AM/FM radio campaign (15%) versus those who were not exposed to the AM/FM radio campaign (7.4%).
Case study: Returning season for a scripted drama
A major cable network used AM/FM radio to help launch the returning season of a scripted drama series. Their media plan also included paid TV and promos running on their network and co-owned networks.
CUMULUS MEDIA | Westwood One retained Nielsen to study how AM/FM radio impacted the marketing mix of TV promos and paid TV.
AM/FM radio accounted for a small percentage of the media budget but generated significant impressions and incremental reach. Although AM/FM radio only represented 5% of paid media, it delivered 20% of total campaign impressions.
The paid TV campaign reached 37.3 million Americans. AM/FM radio added an incremental audience of +15%, bringing 5.4 million new sets of eyes to watch the series.
Compared to TV, AM/FM radio delivered a much younger audience. 70% of AM/FM radio impressions came from 18-54-year-olds. Conversely, nearly half of all the TV impressions were from 55+.
From a cost standpoint, AM/FM radio’s reach and impressions were achieved much more efficiently. AM/FM radio is only 20% of TV’s CPM and cost per thousand net reach.