FINDINGS FROM NEW KATZ CASE STUDY
Appealing to all ages, from young children to the young at heart, amusement parks are a source of fun and excitement for local consumers across the country. Katz's latest case study provides evidence that radio is an ideal platform for regional theme parks to grow interest among receptive and responsive consumers.
Katz conducted studies around two radio campaigns for popular regional theme parks running in key markets during the summer. The studies found that both brands' investments in radio successfully boosted excitement and interest in visiting the theme parks. Brand consideration increased an average +30% among those who heard the campaigns.
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POTENTIAL PARK VISITORS ARE RECEPTIVE AND RESPONSIVE TO RADIO ADVERTISING
Not only are listeners more likely to visit the theme park after hearing radio advertising, they are also more likely to take other actions as well. 67% of consumers said radio advertising encourages them to learn more about the parks to help plan a potential future visit. Whether visiting the park's website, reading reviews, or talking to friends about it, radio acts as a catalyst.
It should be no surprise that radio advertising helped drum up excitement and drive consumer action for both theme parks. 7 in 10 potential park-goers reported being receptive to radio ads, believing it is smart for theme parks to use radio advertising to spark interest with potential customers. 72% also felt using creative and thrilling sound effects in theme park audio advertising could help make the ads even more impactful.
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The study provided evidence that radio positively impacted key metrics for theme parks. Consumers were receptive to the radio ads and more likely to take action after hearing them. The radio campaigns successfully broke through and resonated among target consumers, leading to greater consideration in the near and distant future.