Study Highlights Broadcast Radio’s Advertising Value for Pharmaceutical Brands
First-ever landmark study combines modeled patient segment from Swoop with AM/FM radio listening data from Nielsen Audio
New research from AAG reveals how personalized patient audiences from Swoop and Nielsen Audio Data can now be analyzed to inform broadcast media plans and purchases. Insights from the study demonstrate new data-driven targeting solutions, highlight the significant reach of broadcast radio, and reveal time spent with radio among key demographics, making the case for investment even more important in the media.
“Using Swoop data to inform radio broadcast planning and measurement for pharmaceutical brands is now a reality,” said
“Nielsen is committed to integrating advanced audiences into the media ecosystem, enabling advertisers and agencies to plan, optimize and measure beyond age and gender,” said
“Bringing Swoop’s Precision Audiences to
An analysis conducted on behalf of a pharmaceutical brand that sought to understand the live AM/FM listening profile of those with psoriatic arthritis found:
- Among consumers in the modeled segment,
WEAM/FM radio had a significant weekly reach of 83.2% with an average of eight hours of listening per week.
- Daytime is prime time for AM/FM radio. In the modeled segment, 77% of time spent listening to AM/FM radio occurred on weekdays, Monday through Friday
The period of analysis took place from
For the full key findings of the analysis, please visit WestwoodOne.com/blog.
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, actionable insights so they can connect and engage with their audience, now and in the future. . An S&P 500 company, Nielsen (NYSE: NLSN) operates globally in more than 55 countries. To learn more, visit 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, enables the world’s leading pharmaceutical brands to better educate patients about disease states and therapies that could address them, as well as enabling them to become active participants in their treatment course. Swoop’s HIPAA-certified and NAI-accredited activation system has uncovered over 3,000 unique target audiences to precisely activate patient populations and their healthcare ecosystems through cross-channel marketing strategies. Using artificial intelligence, machine learning and evolutionary computing in conjunction with a real-world data universe of over 300 million anonymized patients and 65 billion anonymized social determinants of health signals, Swoop’s segments are superior in terms of audience quality, lead to optimal conversion and lead to an increase in 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’re just getting started.
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