Harris Poll | AM/FM Has Strong Results

A new study from the Harris Poll Brand Tracker reveals an over-the-counter brand from a major pharmaceutical marketer experienced strong results from their 2025 AM/FM radio campaign. This week’s Cumulus Media | Westwood One Audio Active Group® blog outlines the key findings from the report, including how among heavy AM/FM radio listeners, the brand experienced significant growth in awareness, brand favorability, consideration, and usage.

• The addition of AM/FM radio grew 35-54 monthly reach for the OTC brand from 33% to 58%, an +80% increase in campaign reach, according to Nielsen Media Impact.
• AM/FM radio worked: Among adults 35-54, awareness, trial, and likelihood to recommend grew among heavy AM/FM radio listeners.
• Surprisingly, despite very small AM/FM radio investments, the OTC pharmaceutical brand’s equity measures are comparable among heavy TV viewers and heavy AM/FM radio listeners
• The OTC pharmaceutical brand’s total ad recall is comparable among heavy TV viewers and heavy AM/FM radio listeners despite spending 7X on TV.

To read the full blog post by Pierre Bouvard, Chief Insights Officer, Cumulus Media | Westwood One Audio Active Group®, visit: https://www.westwoodone.com/blog/2025/10/20/case-study-pharmaceutical-brand-am-fm-radio-campaign-generates-growth-in-familiarity-brand-consideration-and-usage-while-tv-spend-is-7x-am-fm/.

To view a 15-minute video of the key findings, visit: https://www.youtube.com/watch?v=Osn14el_jf4.

MARA PROSE PUBLISHING