🚀 Unlocking Home Improvement Sales: The Power of Audio Listeners

Audio Listeners Drive Home Improvement Sales, According to New Consumer Research from Cumulus Media | Westwood One Audio Active Group®. The Studies Also Provide Insights into Which Media Plans Will Drive the Greatest Impact.

The Details:

• Massive audio users are big home improvement shoppers: According to the latest consumer research from Cumulus Media | Westwood One Audio Active Group,® podcast listeners and AM/FM radio listeners are massive home improvement shoppers, spending much more than heavy TV viewers.

• Audio is an ideal media platform to tout home improvement e-commerce as heavy AM/FM radio and podcast listeners are more likely to shop online

• AM/FM radio drives powerful incremental reach for home improvement TV campaigns: A number of recent TV campaigns for The Home Depot witnessed enormous lift in reach with the addition of AM/FM radio, especially among younger demos.

• A Nielsen historic TV and AM/FM radio sales effect study for a home improvement retailer finds that AM/FM radio produces triple the amount of sales lift over TV.

• Home improvement media plans overweight linear TV, underweight audio: Share of optimized plan says AM/FM radio should be 45%, linear TV 30%, podcasts 24%.

• There are many podcast genres and AM/FM radio programming formats that attract a rich concentration of home improvement shoppers.

The Revelations:

According to the MARU/Matchbox study, podcast listeners and AM/FM radio listeners spend so much more in home improvement compared with heavy TV viewers. Podcast listeners spent 1.5X more than heavy TV viewers in the last year, and heavy AM/FM radio listeners spent 1.4X more. Heavy home improvement spenders are 32% more likely to listen to streaming of AM/FM radio, and frequent home improvement shoppers are 10% more likely.

The intention to shop more in home improvement stores is 1.5x-2x higher for AM/FM radio and podcast listeners compared to TV viewers. A stronger percentage of audio listeners state they will definitely spend more than TV viewers on home improvement.

Audio is a perfect media platform for touting home improvement e-commerce, for the simple fact that heavy AM/FM radio and podcast listeners will be more predisposed to shopping online. Overall, 51% of home improvement customers reported having shopped online in the past year, with heavy AM/FM radio listeners and podcast audiences much more likely to be online home improvement shoppers. According to a Nielsen Media Impact analysis of recent home improvement TV campaigns, there is significant lift in reach with the overlay of AM/FM radio.

Why it Matters:

AM/FM radio and podcasts are capable of carrying their home improvement campaigns to the most diverse segments of the target audience. Optimizing the media plan aligns media weight with purchaser weight; it empowers home improvement retailers to maximize impact among their target audience and drive sales growth.

Our Take:

There's a unique opportunity for home improvement retailers to reach dedicated and engaged listeners via podcasts who are actively seeking ideas and information related to their projects. By putting podcasts into the media mix, retailers can easily extend their reach and formulate a meaningful, results-oriented relationship with customers.

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