Casinos are more than just slot machines and table games, they are entertainment meccas offering other enticing options, such as dining, spas, pools, and concerts. Katz's latest case study finds that radio advertising for these destinations is part of the "winning hand" for casinos to get people excited about their offerings and grow intent to visit.
CASINOS PLAY THEIR CARDS RIGHT WITH RADIO
Katz conducted a series of brand lift studies for casinos running robust radio campaigns. The studies found that the three brands' investments in radio successfully boosted interest in visiting the casinos. Consumer intent increased an average of +22% among those who heard the campaigns.
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CASINO-GOERS ARE RECEPTIVE TO RADIO ADVERTISING
Respondents in all three studies proved to be open and responsive to radio advertising, helping contribute to the brand lift. 7 in 10 believe it is smart for casinos to use radio advertising to make people excited. 63% of those interested in visiting a casino believe that radio could encourage them to learn more about the casinos for a potential visit in the future. Whether visiting the casino's website, reading reviews, or talking to friends about it, radio acts as a catalyst for consumer interest and action.
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Katz's study provided evidence that radio is a sure bet for casinos looking to impact key brand metrics. Casino-goers were receptive to radio ads to promote their offerings and more likely to take action after hearing them. The radio campaigns successfully broke through and resonated among target consumers, leading to greater brand consideration in the near and distant future.