Home Improvement Company • Web Lift

FOOTBALL RADIO TURNS FAN ENGAGEMENT INTO ONLINE ACTION

Football season is about more than what happens on the field. From pre-game anticipation to post-game analysis, fans stay engaged throughout the entire experience, and radio is there for every play.

For a leading home improvement brand, that engagement created an opportunity to connect with football fans in highly relevant moments while driving measurable action online.

The brand partnered with Katz Radio Group on a targeted radio campaign that ran alongside NFL and NCAA football programming in select markets. Using Katz Analytics, powered by LeadsRx, the campaign matched radio spot times with time-stamped website activity to measure the incremental web traffic associated with radio.

RADIO DRIVES MEASURABLE WEB LIFT  

The results demonstrate the power of football programming to move audiences from listening to action.

Across the full football season, radio spots ran during team programming in multiple markets, reaching highly engaged sports audiences while providing the brand with a natural presence within the game-day experience.

The campaign generated more than 7,600 radio-attributed web sessions, visits that occurred within a 10-minute window following a radio spot airing. This measurable response translated to a 3.1% incremental lift in web traffic across the football markets analyzed. With 1,850 football radio spots running throughout the season, each airing generated an average of 4.2 web sessions, illustrating how radio can create an immediate digital response even after the listener has moved beyond the broadcast.

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FROM THE FIELD TO THE WEBSITE

To make the brand part of the football experience, the campaign went beyond traditional advertising, incorporating:

• Team-specific sponsorships

• In-game content

• Announcer-led creative

The campaign also benefited from a mix of :30, :10 and :05-second spots, giving the brand the flexibility to deliver both deeper storytelling and timely, high-frequency messages throughout the game-day experience. This variety of creative lengths helped create multiple touchpoints with listeners and contributed to the campaign’s ability to drive measurable online engagement.

By connecting the brand with highly engaged football audiences and surrounding them with relevant content throughout the game-day experience, radio helped move listeners from the field to the website, generating thousands of radio-attributed web sessions and measurable lift in traffic.