Cumulus Media pioneers data-driven targeting via Swoop for pharma brand broadcast campaigns

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 YORK, August 01, 2022 (GLOBE NEWSWIRE) — The Cumulus Media (NASDAQ: CMLS) | Westwood One Audio Active Group® (AAG) today announced a new capability for pharma brands developed with data from healthcare precision marketing experts Swoop and Nielsen, the world leader in audience measurement.

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 Suzanne GrimesExecutive Vice President, Marketing for Cumulus Media and president, Westwood One. “Not only can you now find the right audience on radio, but pharma marketers can drive quantifiable reach and impact.”

“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 Angela Girardin, SVP Audience Intelligence at Nielsen. “Nielsen data provides valuable insights and analytics to our customers, enabling them to better understand the key segments that have been reached. »

“Bringing Swoop’s Precision Audiences to Westwood One’s The AM/FM radio ecosystem of more than 250 million monthly listeners enables 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 digitally enable to network radio, maximizing reach and frequency with target patient populations with a high to engage, generating better results.

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, WE AM/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 6am-7pm.

The period of analysis took place 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-focused multimedia company that delivers premium content to over a quarter of a 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 in 86 markets; features nationally broadcast sports, news, talk and entertainment programming from iconic brands such as the NFL, NCAAthe Masters, CNNthe AP, the Academy of Country Music Awardsand many other world-class partners at over 9,500 affiliate stations through Westwood One, America’s largest audio network; and inspires listeners through the Cumulus Podcast Network, its rapidly growing network of smart, entertaining and engaging original podcasts. Cumulus Media provides advertisers with personal connections, local impact and national reach through digital, mobile, social and voice-enabled broadcast and on-demand platforms, as well as integrated digital marketing services, powerful influencers, audio solutions full-service, cutting-edge research and insights, and live event experiences. Cumulus Media is the only audio media company to offer marketers local and national advertising performance guarantees. For more information, visit www.cumulusmedia.com.

About Nielsen
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).

About Swoop
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.

Contact: Karen Glover | Cumulus Media | [email protected]

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Source: Cumulus Media Inc.

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