Convention & Visitors Bureau • Web Lift

As destination marketers face increasing pressure to prove performance across channels, understanding how traditional media drives digital behavior is more important than ever. A recent radio attribution study conducted by Katz Analytics, powered by LeadsRx, demonstrates radio’s ability to deliver measurable, incremental impact on website engagement for a Convention & Visitors Bureau (CVB).

The study evaluated the performance of a multi-market radio campaign running over a 12-week period, isolating radio’s contribution to web traffic and consumer interest across key feeder markets.

RADIO MOVES TRAVELERS

The campaign leveraged :30 radio spots airing across three strategic markets. Using a robust attribution methodology, Katz Analytics matched radio spot placements with the CVB’s website traffic data, enabling a holistic, market-level analysis of radio’s incremental impact.

This approach allowed researchers to move beyond correlation and quantify the true lift generated by radio advertising, offering a clearer picture of how audio drives digital outcomes.

The results underscore radio’s effectiveness as a performance-driven medium:

• +15.6% lift in website traffic directly attributable to radio exposure
• 17,900 incremental website visits generated over the course of the campaign
• Nearly 5 website visits per radio spot, highlighting strong efficiency
• Performance peaks aligned with specific scheduling windows, reinforcing the importance of strategic placement and frequency

These outcomes demonstrate radio’s ability not only to build awareness but also to prompt tangible, trackable consumer action.

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THE DRIVERS BEHIND RADIO’S IMPACT

Radio’s success in this campaign can be attributed to several core strengths:

• High reach and frequency across key travel consideration moments
• Contextual relevance, reaching listeners during commute and planning times
• Trust and familiarity, positioning the destination top-of-mind
• Seamless integration with digital behaviors, driving listeners online to explore and plan

WHY RADIO BELONGS IN A PERFORMANCE-DRIVEN MEDIA MIX

The Katz Analytics attribution study confirms that radio delivers meaningful, incremental web lift for destination marketing organizations. By connecting audio exposure directly to digital behavior, radio proves its value as both a brand-building and action-driving medium, capable of influencing travel consideration at scale.

As marketers seek clarity and accountability across channels, radio stands out as a trusted, effective driver of measurable results.