DTC Study
WESTWOOD ONE and attribution form LEADSRX have partnered on a media attribution and awareness report looking at the direct-to-consumer retail category with data commissioned from MARU/MATCHBOX, concluding that using TV and AM/FM radio ads in combination generate twice the site traffic lift of GOOGLE and FACEBOOK ads. The study found TV and AM/FM generating 40% site traffic lift, compared to 17% for the social media platforms.
“Two-thirds of podcast advertisers today are DTC brands and they report stunning sales effect and spectacular ROI with podcasts,” said CUMULUS MEDIA EVP, Marketing and WESTWOOD ONE President SUZANNE GRIMES. “With this report, we now have hard evidence that AM/FM radio generates significant impact for DTC brands too.”
"DTC brands often think first of GOOGLE and FACEBOOK when allocating ad spend," said LEADSRX CEO AJ BROWN. "However, this study conclusively shows that broadcast media like television and AM/FM radio play an equal role in delivering shoppers or web lift. More importantly, in our experience attributing full-funnel conversions with DTC brands, broadcast is often a more cost-effective channel for delivering actual buyers."
Other findings in the study included information about daily site traffic (GOOGLE and FACEBOOK generating consistent daily traffic, with TV more effective SATURDAY through MONDAY and AM/FM better TUESDAYS through THURSDAYS) and prime time for DTC site traffic being 9a-9p.
Read more about the study here.
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