Travel, Tourism, and Hospitality • Brand Lift

As the FIFA World Cup event approaches North America, one travel marketplace sought to understand how audio advertising could influence homeowners’ interest in short-term hosting opportunities during the event. To measure impact, the brand partnered with Katz Radio Group on a custom research study* focused on homeowners in a key market.

The findings reveal that radio advertising successfully moved consumers beyond awareness and into meaningful consideration and action. Exposure to the campaign:

        ↑ Increased hosting intent.

        ↑ Reinforced perceptions of income opportunity.

        ↑ Motivated audiences to explore tangible next steps. 

THE OPPORTUNITY 

With millions of visitors expected to travel for the FIFA World Cup 2026, demand for short-term lodging is anticipated to rise significantly across host cities. For the advertiser, this represented a unique opportunity to activate local homeowners and encourage participation in the hosting economy.

The study explored:

• Awareness of the upcoming event
• Perceptions of short-term hosting
• Motivators and barriers to becoming a host
• The impact of radio advertising on hosting consideration and behavioral intent

A POWERFUL STARTING POINT

The advertiser entered the campaign with substantial consumer familiarity already in place. More than 88% of respondents indicated they were at least somewhat familiar with the brand, creating an environment where messaging could focus on activation rather than basic awareness.

At the same time, awareness of the 2026 World Cup was also exceptionally high, with 81% already aware the tournament would be hosted across North America.

Importantly, consumers also recognized the potential impact the event could have on local lodging demand:

• 87% believe there will be increased demand for short-term lodging during the tournament
• Nearly 79% agree that hosting during a major event is a good way to earn extra income

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These findings suggest homeowners already understand the economic opportunity tied to the event, positioning the advertiser’s messaging to tap directly into financial motivation.

RADIO TURNED INTEREST INTO INTENT

After exposure to the radio campaign, respondents demonstrated a significant increase in hosting consideration.

More than half (54%) reported they were now likely to consider hosting during the World Cup after hearing the advertisement.

The impact extended beyond passive interest: 

• 58% said they would likely take steps to learn more about hosting
• 44% indicated they would visit the advertiser’s hosting page
• 26% expressed interest in estimating potential earnings

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Radio helped the campaign by doing what it does best: effectively moving audiences down the funnel: from awareness to active exploration and intent. 

*A Katz Radio Group custom online survey was conducted among 500 homeowners age 25+ in this key market in early May 2026.