Study Shows That Every $1 Spent on Radio Advertising Returns $12 In Purchase Activity

Westwood One commissioned ROI report

Westwood One commissioned a study on the effectiveness of its radio ads. Getty Images

Radio network Westwood One wanted to get a sense of the return its advertisers were getting on their investments—it promised as much last fall, when it established ROI guarantees—so it partnered with Nielsen Catalina Solutions to determine how a product in the consumer-packaged-goods realm performed and found that radio delivered $12 in sales for every $1 spent on advertising.

@ChrisAriens chris.ariens@adweek.com Chris Ariens is the managing editor and director of video at Adweek.
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