A brand awareness study conducted across a number of categories in Springfield, Missouri reveals long running AM/FM radio campaigns have built significant brands with strong awareness and purchase intent. This week’s Cumulus Media | Westwood One Audio Active Group® blog examines the key findings of the studies.
- Since 84% of purchases are effectively decided before shopping begins, brands need to be known long before they’re needed.
- While Madison Avenue is obsessed with measuring the short-term sales effect of advertising, successful Springfield businesses recognize their primary job is to create future demand.
- Kitchenland USA, A-1 Roofing, Dave’s Discount Carpet, and Ozark Fence have built strong brands as a result of their consistent long-term use of AM/FM radio advertising.
- Brands need to constantly advertise since new people are always moving to town who don’t know the local brands.
- The number one brand in many local services categories is “don’t know.”
To read the full blog post by Pierre Bouvard, Chief Insights Officer of the Cumulus Media | Westwood One Audio Active Group®, visit: https://www.westwoodone.com/blog/2026/09/28/springfield-missouri-advertisers-understand-what-madison-avenue-has-forgotten-brands-need-to-be-known-long-before-theyre-needed/.
To view a 16-minute video of the key findings, visit: https://www.youtube.com/watch?v=lf21EiMW7zo.
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