As destination marketers face increasing pressure to prove performance across channels, understanding how traditional media drives digital behavior is more important than ever. A recent radio attribution study conducted by Katz Analytics, powered by LeadsRx, demonstrates radio’s ability to deliver measurable, incremental impact on website engagement for a Convention & Visitors Bureau (CVB).
The study evaluated the performance of a multi-market radio campaign running over a 12-week period, isolating radio’s contribution to web traffic and consumer interest across key feeder markets.
RADIO MOVES TRAVELERS
The campaign leveraged :30 radio spots airing across three strategic markets. Using a robust attribution methodology, Katz Analytics matched radio spot placements with the CVB’s website traffic data, enabling a holistic, market-level analysis of radio’s incremental impact.
This approach allowed researchers to move beyond correlation and quantify the true lift generated by radio advertising, offering a clearer picture of how audio drives digital outcomes.
The results underscore radio’s effectiveness as a performance-driven medium:
These outcomes demonstrate radio’s ability not only to build awareness but also to prompt tangible, trackable consumer action.
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THE DRIVERS BEHIND RADIO’S IMPACT
Radio’s success in this campaign can be attributed to several core strengths:
WHY RADIO BELONGS IN A PERFORMANCE-DRIVEN MEDIA MIX
The Katz Analytics attribution study confirms that radio delivers meaningful, incremental web lift for destination marketing organizations. By connecting audio exposure directly to digital behavior, radio proves its value as both a brand-building and action-driving medium, capable of influencing travel consideration at scale.
As marketers seek clarity and accountability across channels, radio stands out as a trusted, effective driver of measurable results.