Liquor Brand • Brand Lift
These are exciting times for basketball and hockey fans, with the NBA and NHL playoffs well underway. Fans are tuned-in and focused on the action, to the benefit of all the brands with an on-air presence during games. While the championship lineups are still being decided, there is one thing brands can place a sure bet on - radio driving measurable results among sports fans. A recent case study shows just how impactful it is to be on-air during radio broadcasts of hockey and basketball games.
SPORTS RADIO DRIVES AWARENESS FOR LIQUOR BRAND
A Liquor Brand turned to AM/FM radio to raise brand awareness among basketball and hockey fans in 4 key local markets during last season. Spots ran in Q1'24 during radio broadcasts of 2 NBA and 4 NHL teams' games. Katz conducted a brand lift study at the completion of the campaign to gauge radio’s impact on awareness among these targeted sports fans.
The study found that the Liquor Brand's radio campaign helped improve brand awareness. Awareness of the Liquor Brand was +8 points higher among listeners targeted by the radio campaign than the average surveyed adult. Awareness was even higher among those who recalled hearing the spot (+27 points).
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NBA AND NHL GAME LISTENERS ARE IDEAL TARGETS FOR SPIRITS ADS
Spirits brands are smart to utilize radio broadcasts of NBA and NHL games to reach prospective consumers. The study found that listeners targeted by the Liquor Brand's radio campaign during NBA & NHL games are heavy consumers of spirits – more so than the average surveyed adult. 74% are drinkers, +16 points higher than the average adult. 85% enjoy drinking at restaurants and bars, and 81% purchase bottles as gifts, both +12 points higher than the average.
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NBA and NHL fans are the toast of the town for spirits brands looking to raise key brand health metrics. The radio campaign successfully impacted target consumers, leading to greater brand awareness in a crowded category. With large fanbases of engaged listeners, sports radio is an ideal platform for alcoholic beverage brands to introduce new consumers to their products.
