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.
“Westwood One has been very vocal that AM/FM radio delivers an impressive return on investment for brand marketers,” said Suzanne Grimes, evp of marketing at Cumulus Media and president at Westwood One.
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