Home Improvement Company • Web Lift
SPORTS RADIO BOOSTS ONLINE ENGAGEMENT
Major League Baseball Opening Day is here, welcoming back fans into stadiums - and onto the flagship and affiliate radio stations broadcasting the action. And for those marketers that advertise during radio broadcasts of games, it's time to reach some of the most valuable audiences in all of baseball. Katz's latest case study shares findings from one such advertiser that hit a home run with a radio play-by-play campaign designed to target and influence homeowners.
PLAY-BY-PLAY DELIVERS HOMEOWNERS AND HOME-RUN RESULTS
A Home Improvement Company was looking to increase brand engagement among homeowners in the Midwest and set their sights on the local MLB team's fanbase. They partnered with Katz Radio Group on a season-long AM/FM radio campaign running during games on the team's flagship station and affiliate network. Katz Analytics, powered by LeadsRx, provided campaign measurement to track radio’s impact on consumers’ online engagement.
By the end of the season, the radio campaign drove over 17,000 web sessions to the Home Improvement Company's site, resulting in a +4.2% lift in web traffic attributed to radio. All spots contributed to the lift, delivering an average 9 visits per radio spot airing.
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MLB FEATURES AND ANNOUNCER-VOICED SPOTS ARE MVPS
The Home Improvement Company's messaging took the form of :30 brand spots and more contextual play-by-play spots that consisted of announcer-voiced :30s and MLB game feature spots. Brand spots effectively conveyed product messaging, successfully driving around 2,000 visits to the website. MLB feature spots, the :05 pre-game, in-game, and post-game features, drove over 8,000 visits, while announcer-voiced spots drove nearly 7,000. These 2 spot types, enmeshed in the action, proved to be the heavy hitters, driving 89% of all radio-attributed web visits during the season.
MLB game broadcasts on radio gave the Home Improvement brand the unique opportunity to tap into a strong fandom and utilize beloved announcers to help break through and drive results. The Home Improvement Company continues to use radio play-by-play in their media mix, confident that it knocks it out of the park, delivering their target consumers and boosting online engagement with the brand.
