Radio is Good for Your Health (For Both Brands & Consumers!)
If you're one of the millions of Americans who made a New Years resolution to lose weight or live healthier, radio just may help you stick to it. A fresh Katz case study finds that radio exposed consumers had higher awareness and consideration of a Digital Wellness Brand designed to help consumers make healthy lifestyle choices.
RADIO BOOSTS BRAND HEALTH METRICS
The Digital Wellness Brand turned to radio to improve brand health metrics in three key local markets. In order to gauge radio's effectiveness, Katz partnered with Veritonic to conduct a Pre-Post analysis of the campaign, surveying 1,000 local consumers.
The study found that the Digital Wellness Brand's investment in radio advertising successfully improved key brand health metrics among local consumers. Radio elevated brand awareness, including a +19% lift in unaided and an +8% lift in aided awareness. The campaign increased brand consideration by +16%, and boosted brand differentiation by lifting attribute awareness by +19%.
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The study provided evidence that radio positively impacted key brand health metrics for the Digital Wellness Brand. The Brand's radio campaign successfully broke through and resonated among consumers, leading to greater awareness and consideration in the crowded wellness and diet category.