Radio Powers Web Traffic for a Regional Utility Company

A Regional Utility Company was looking to build awareness, web traffic and online engagement for their Home Services division in a key market, and decided to turn to radio for the first time to promote this particular offering. The Utility Company partnered with Katz Radio Group for a Q2 campaign, which ran on 7 stations across ownership groups, and included a mix of :30 brand spots, :30 endorsements, and :15 traffic sponsorships.

Katz worked with AnalyticOwl to match radio log times with the Regional Utility Company's web traffic data to measure the impact in traffic on their Home Services site. The study was able to provide a holistic, market-wide, view of the campaign performance for the client.

What Katz discovered is that the radio campaign successfully drove web traffic to the Utility Company's Home Services site. The study found a +21% lift in web traffic attributed to the radio campaign. Radio endorsers were the most successful at driving consumers to the website for each spot airing, outperforming the campaign average by +13%. Short duration spots (:15s) also proved to be effective drivers, delivering +3% more visitors per spot airing than the campaign average. Looking at on-air days vs off-air, the Utility Company's Home Services site saw +21% more web traffic on days when radio spots aired.

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Case study featured in the RAB's Radio Pulse, published by the ANA.