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BizReport : Advertising archives : July 24, 2015

Radio most effective channel driving sales for Amazon's Prime Day

Analysis of how advertising helped Amazon to success in its inaugural Prime Day sale event reveals that radio was the most effective channel at converting awareness.

by Helen Leggatt

At a rate of 398 orders per second, Amazon's first-ever Prime Day on July 15 this year broke last year's Black Friday records. There's little doubt that the success of the event was down to extensive advertising - but which channel was the most successful in driving sales?

According to the results of research conducted by Ipsos for Cumulus Media and Westwood One (two big players in the U.S. radio industry), radio was the most effective channel, even compared to television and online. More than half (52%) of consumers exposed to radio ads for Prime Day made a purchase compared to 48% for online exposure and 39% for TV.

Those figures aren't surprising when you consider Nielsen's Q1 2015 audience data that shows radio reaches 93% of 18-34-year-olds and that 45% of Amazon Prime subscribers are also in this age group. Furthermore, 53% of those who made a purchase on Prime Day were in this age group.

Other interesting findings from the research include:

- Three-quarters (74%) of Americans were aware of Prime Day;

- 81% of Americans who knew about Prime Day said they were exposed to advertising for the event;

- Advertising drove 1 in 5 to make a purchase during Prime Day.

Tags: advertising, Amazon, ecommerce, Millennials, radio

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