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Cumulus Media Pioneers Data-Driven Targeting Via Swoop for Broadcast Radio Pharmaceutical Brand Campaigns


The Cumulus Media (NASDAQ: CMLS) | Westwood One Audio Active Group® (AAG) today announced a new capability for pharmaceutical brands developed with data from precision healthcare marketing experts Swoop and Nielsen.

AAG’s new study reveals how Swoop custom patient audiences and Nielsen Audio Data can now be analyzed to build broadcast radio media plans and buys. Insights from the study demonstrate new data-driven targeting solutions, showcase broadcast radio’s significant reach, and reveal time spent with radio among key demographic segments, all making the case for even greater investment in the medium.

“Using Swoop data to inform broadcast radio planning and measurement for pharmaceutical brands is now a reality,” said Suzanne Grimes, EVP, Marketing for Cumulus Media and President, Westwood One. “Not only can you now find the right audience on radio, but pharma marketers can generate quantifiable reach and impact.”

The analysis period occurred from October 2021 through December 2021.

For the full key findings of the analysis, please visit WestwoodOne.com/blog.

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