Radio Drives Online Sales for

Amazon Prime Day

2015 Case Study

Amazon Prime Day

July 15, 2015

Amazon Prime Day was a global shopping event exclusively for

Amazon Prime members on July 15, 2015.

“comScore data revealed that there were more Amazon buyers and transactions on Prime Day

than we observed on Black Friday in 2014, which is particularly significant since that was the

fourth heaviest overall e-commerce spending day of the entire 2014 holiday season.”

– Gian Fulgoni, comScore Co-Founder and Chairman

This Study

Cumulus Media/Westwood One partnered with Ipsos to understand how advertising drove sales for Amazon Prime Day.

The online study surveyed 1,005 Americans July 17 to July 20, 2015.

About Ipsos: Ipsos is a global independent market research company ranking third worldwide among research firms. They provide a full line of custom, syndicated and online research products and services guided by industry experts and bolstered by advanced analytics and methodologies.

4Source: IPSOS U.S. eNation survey July 17–20, 2015

Advertising put Amazon Prime Day on the map

Source: IPSOS U.S. eNation survey July 17–20, 2015

Radio was the most effective at converting awareness into Prime Day purchases

6

Millennials were the engine of Amazon Prime Day

Source: IPSOS U.S. eNation survey July 17–20, 2015

Radio has highest ad recall of 18- to 34-year-olds

Audience Composition of Amazon Prime Day Ad Recall by Medium

Radio

Online

TV

40%

35%

27%

Source: IPSOS U.S. eNation survey July 17–20, 2015

Of those exposed to the radio ads, 40% were 18-34.

Radio reaches the target Amazon demographic (18-34, have kids, employed)

18-34, Work Full-time & Have Kids at Home

(Heaviest Users of Each Medium)

Radio

Internet

Magazines

133

127

100

How to read: 18-34-year-old full-time workers with kids are 33% more likely than the average adult to listen to radio heavily

Newspapers 43

TV 36

Source: 2014 Doublebase GfK MRI, Quintile I

Indexed t

o U

.S. Adults 1

8+

Pop

Radio’s 18-34 ‘cost per awareness’ was nearly twice as efficient as TV

Source:18-34 awareness: Ipsos U.S. eNation, July 17-20, 2015; TV ad occurrence: iSpotTV; radio ad occurrence: Media Monitors

1

2

3

Advertising drove awareness for Amazon Prime Day.

Radio advertising was most effective at converting awareness into Prime Day purchases.

Key Findings of Amazon Prime Day Research

In Conclusion

Radio has the highest concentration of advertising awareness among 18- to 34-year-olds — the engine of Prime Day purchases.

4

The greatest purchases occurred among Millennials, households with children, and those with a full-time job – the profile of the American radio listener.

5Radio was twice as efficient as television in “cost per awareness.”

Thank You

For more: westwoodone.com/blog