It’s no longer just Netflix, Hulu and Amazon Prime Video duking it out in the subscription streaming video space. Now there are at least fifteen services clamoring for consumer attention.
“Streaming video brands are turning to AM/FM radio like never before,” according to Pierre Bouvard, Chief Insights Officer at Cumulus Media. In a new
blog post, he chronicles a case study for a video streamer to show how broadcast radio “plays a powerful and unique role” in its media plan. Last fall, a major streaming service used the NFL play-by-play on Westwood One to promote their service. The radio network used Nielsen to measure the impact of the radio campaign.
Nielsen’s national study compared consumers who had been exposed to the NFL broadcast radio campaign to those who weren’t exposed. The results showed the radio campaign boosted brand attributes and the likelihood to recommend the video on demand streaming service. Specifically, the campaign generated 18% growth in brand recommendation and a 26% increase in average brand attribute.
