Radio Impacts Online Engagement for Liquor Brand

A liquor brand partnered with Katz Radio Group on an AM/FM radio campaign designed to increase brand engagement in a key market. The Brand utilized :30 brand spots running on several stations, along with :30 endorsement spots on one of the stations. Katz Analytics, powered by AnalyticOwl, matched radio log times with the Liquor Brand’s web traffic data to provide a holistic measurement of campaign performance.

ENDORSEMENTS DRIVE TOP SHELF RESULTS

The radio campaign successfully drove web traffic to the Liquor Brand's site, resulting in a +20.2% lift in web traffic attributed to radio. All spots contributed to the lift, delivering an average 1.5 visits per spot airing (VPA). On-Air Influencer spots proved to be "top shelf" performers, delivering a 6.25 VPA, 6x higher than the brand spots. And though they made up around 10% of the total spot count, endorsements drove 40% of all traffic volume.

FREQUENCY IMPACTS  CONSUMER RESPONSE

The Liquor Brand saw a measurable lift in online activity when the radio campaign kicked in. Comparing on-air days to the days prior to the campaign start, the Liquor Brand's web traffic increased +29.6%. Looking at results by week, the average number of visits per spot airing more than doubled between Week 1 and Week 4, reflecting increased consumer response as the campaign built frequency. 

Click gray circle to enlarge chart.