Amazon’s outreach for Prime Day reached past the Internet to media formats including radio, where the e-Commerce giant’s campaign reached 5.66 million people. According to data from Dial Report, the ads were heard by 22.5% of the potential listening audience.
Amazon aired spots in 347 markets across all 50 states. The Southeast was blanketed with the largest share of ads at 28%, with other regions receiving smaller shares:
- Midwest (20%);
- Southwest (20%);
- Northeast (12%); and
- West (11%).
The most heavily targeted stations by genre were Country, Top 40 and Rock, together accounting for 51% of all ads aired. Hip-hop stations were only responsible for 9% of plays, but captured 21% of the exposed listener share.
Online retailers that compete with Prime Day should be paying close attention to Amazon’s advertising strategy, according to Paul Brenner, president of Dial Report. Of particular note is how, despite the event itself being mostly digital, Amazon included other platforms in its advertising blitz.
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“For its biggest shopping event ever, Amazon found success with radio ads, turning to the medium to reach audiences of all age groups across the country,” said Brenner in an interview with Retail TouchPoints. “Data is critical to executing and measuring successful advertising campaigns, and Amazon clearly capitalized on the fact that data attribution is now possible with radio advertising where it was not before and its knowledge that radio works.”
For more information on Amazon’s biggest Prime Day yet, click here to see our wrap-up.
