Case Study: Pharmaceutical Brand AM/FM Radio Campaign Generates Growth In Familiarity, Brand Consideration, And Usage; While TV Spend Is 7X AM/FM Radio, Brand Equity Among Heavy TV Viewers Erodes

A new study from the Harris Poll Brand Tracker reveals an over-the-counter (OTC) brand from a major pharmaceutical marketer experienced strong results from their 2025 AM/FM radio campaign. Among heavy AM/FM radio listeners, the brand experienced significant growth in awareness, brand favorability, consideration, and usage.

The post Case Study: Pharmaceutical Brand AM/FM Radio Campaign Generates Growth In Familiarity, Brand Consideration, And Usage; While TV Spend Is 7X AM/FM Radio, Brand Equity Among Heavy TV Viewers Erodes first appeared on Westwood One.