Purpose:
Measure radio's impact on engagement and directly attribute the home improvement company's lift in website traffic back to the medium.
Key Findings:
Radio showed a +4.2% lift in web traffic with 89% of visits attributed to contextual play-by-play integrations.
Key Takeaways:
- 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 of nine visits per radio spot airing.
- MLB feature spots and announcer-voiced :30 spots were enmeshed in the action and proved to be heavy hitters, driving 89% of all radio-attributed web visits during the season.
- MLB feature spots, the :05 pre-game, in-game, and post-game features, drove over 8,400 visits.
- Announcer-voiced :30s delivered 6,675 visits.