Purpose:
Measure the foot traffic impact of a national AM/FM radio campaign for a Valentine's Day promotion featuring a special offer and note the differences for schedules that ran various levels of campaign weight (very heavy, heavy, medium, light, and very light.)
Key Findings:
The Valentine's Day campaign generated a +34% lift in foot traffic and foot traffic increased as GRP weight grew.
Key Takeaways:
- A major heavy AM/FM holiday radio campaign in 44 markets yields a lift in share of category foot traffic that persists for months. In fact, 25% of incremental lift impact arrives after the media spend window closes
- AM/FM radio holiday campaign drove two big surges in foot traffic on February 11th-12th and February 14th, 2026
- There is a direct relationship between campaign weight and foot traffic lift: The greater the AM/FM radio gross rating points, the greater the foot traffic increases.