Study Underscores Broadcast Radio’s Advertising Value for Pharmaceutical Brands
First-Ever Historic Study Combines a Modeled Patient Segment from Swoop with Nielsen Audio AM/FM Radio Listening Data
NEW YORK, NY – August 1, 2022 – The Cumulus Media (NASDAQ: CMLS) | Westwood One Audio Active Group® (AAG) today announced a new capability for pharmaceutical brands developed with data from precision healthcare marketing experts Swoop and Nielsen, the global leader in audience measurement.
AAG’s new study reveals how Swoop custom patient audiences and Nielsen Audio Data can now be analyzed to build broadcast radio media plans and buys. Insights from the study demonstrate new data-driven targeting solutions, showcase broadcast radio’s significant reach, and reveal time spent with radio among key demographic segments, all making the case for even greater investment in the medium.
“Using Swoop data to inform broadcast radio planning and measurement for pharmaceutical brands is now a reality,” said Suzanne Grimes, EVP, Marketing for Cumulus Media and President, Westwood One. “Not only can you now find the right audience on radio, but pharma marketers can generate quantifiable reach and impact.”
“Nielsen is committed to incorporating advanced audiences across the media ecosystem, which allows advertisers and agencies to plan, optimize and measure beyond age and gender,” said Angela Girardin, SVP of Audience Intelligence at Nielsen. “Nielsen data delivers valuable insight and analyses for our clients, allowing them to better understand key segments that have been reached.”
“Bringing Swoop’s precision audiences to Westwood One’s AM/FM radio ecosystem of more than 250 million listeners per month empowers healthcare marketers to better engage with the patients most likely to benefit from a specific treatment,” said Scott Rines, Chief Revenue Officer, Swoop. “Through this partnership, healthcare and life sciences advertisers can apply the same audiences they’re activating digitally to network radio, optimizing reach and frequency with target patient populations having a high propensity of engagement, driving better outcomes.”
An analysis conducted on behalf of a pharmaceutical brand who sought to understand the over-the-air AM/FM listening profile of those who suffered with psoriatic arthritis revealed:
- Among consumers within the modeled segment, U.S. AM/FM radio had a significant 83.2% weekly reach with an average of eight hours spent listening per week.
- Day time is prime time for AM/FM radio. Within the modeled segment, 77% of time spent listening to AM/FM radio occurred during the weekday, Monday-Friday 6AM-7PM.
The analysis period occurred from October 2021 through December 2021.
For the full key findings of the analysis, please visit WestwoodOne.com/blog.
About Cumulus Media
Cumulus Media (NASDAQ: CMLS) is an audio-first media company delivering premium content to over a quarter billion people every month — wherever and whenever they want it. Cumulus Media engages listeners with high-quality local programming through 405 owned-and-operated radio stations across 86 markets; delivers nationally-syndicated sports, news, talk, and entertainment programming from iconic brands including the NFL, the NCAA, the Masters, CNN, the AP, the Academy of Country Music Awards, and many other world-class partners across more than 9,500 affiliated stations through Westwood One, the largest audio network in America; and inspires listeners through the Cumulus Podcast Network, its rapidly growing network of original podcasts that are smart, entertaining and thought-provoking. Cumulus Media provides advertisers with personal connections, local impact and national reach through broadcast and on-demand digital, mobile, social, and voice-activated platforms, as well as integrated digital marketing services, powerful influencers, full-service audio solutions, industry-leading research and insights, and live event experiences. Cumulus Media is the only audio media company to provide marketers with local and national advertising performance guarantees. For more information visit www.cumulusmedia.com.
Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences—now and into the future. An S&P 500 company, Nielsen (NYSE: NLSN) operates around the world in more than 55 countries. Learn more at www.nielsen.com or www.nielsen.com/investors and connect with us on social media (Twitter, LinkedIn, Facebook and Instagram).
Swoop (www.swoop.com), part of Real Chemistry, empowers the world’s leading pharmaceutical brands to better educate patients about disease states and the therapies that could remedy their conditions, as well as enable them to become active participants in their treatment journey. Swoop’s HIPAA-certified and NAI-accredited system of activation has uncovered over 3,000 unique target audiences for precisely activating patient populations and their healthcare ecosystems through cross-channel marketing strategies. By utilizing artificial intelligence, machine learning and evolutionary computation in conjunction with a real-world data universe of over 300 million de-identified patients and 65 billion anonymized social determinants of health signals, Swoop’s segments are superior in audience quality, lead to optimal conversion and drive increased Rx lift. It’s no wonder that 18 of the top 20 healthcare marketing agencies and 42 of the top 50 pharmaceutical brands power their marketing efforts with Swoop. And we are just getting started.
Contact: Karen Glover | Cumulus Media | firstname.lastname@example.org