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RADIO DRIVES ROI:QUICK SERVICE
RESTAURANT
Nielsen conducted a sales lift
study of radio campaigns by
three quick service restaurants.
This study matched Portable
People Meter panel listening data
with consumer purchase behavior
from Nielsen Buyer Insights.
The results positioned radio as a
strong ROI driver, with $3 of
incremental sales at the quick
service restaurants for every $1
spent on radio.
Radio drives ROI
EXPOSEDto the radio campaign
UNEXPOSEDto the radio campaign
Nielsen matched Portable People Meter panel data with
credit/debit purchase behavior
Nielsen measured the sales impact focusing on purchase behavior between two groups
Audience was broken into exposed and unexposed groups
Step 1
+6%
Unexposed Exposed
MATCHEDAUDIENCE
Step 2 Step 3
Source: Nielsen, P18+. Q3 2014.
How Nielsen measures radio sales effect Methodology
Radio advertising drove a 6% sales lift due to an increase in buyers
6%increase in the total number of buyers
1%increase in the spend
per consumer
Source: Nielsen, P18+. Q3 2014.
Exposure to the radio campaign resulted
in more people in the restaurants and a
higher spend per consumer
Quick service restaurants return on investment:$3 of incremental sales per $1 spent on radio
Incremental Sales
÷
Radio Investment
=
Return oninvestment
$87M
÷
$29M
=
$3
Source: Nielsen, P18+. Q3 2014.
Radio: media with muscle
Source: Nielsen 2014-2016.
Payback per $1 spent in radio
Candy
3x
Snacks
6x
Breakfast
Bar
2xBeer
4x
Auto
Aftermarket
21x
Telecom
14x Mass
Merchandiser
16xHome
Improvement
9xFastFood
3x
Soft
Drink
2x
Department
Store
17x
Grocery
23x
Retail
11x
Key findings
• Radio delivers sales impact for quick service restaurants: $87
million of incremental sales representing $3 of sales lift per $1
dollar spent.
• Increase in shoppers and spend per visit: radio drove a strong
surge of customers into the restaurants with more spend per
visit.
• Radio works for all sorts of advertisers: Nielsen ROI studies show
an average of $10 of sales for every dollar of radio advertising
across a large variety of categories.
All concepts property of Westwood One and may not be used without permission or agreed upon spending levels. Details pending partner and talent approval and subject to revision. © 2016-2017 Westwood One, Inc.
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