Radio as a Traffic-Building Medium

• Radio drives web traffic
• Analysis of 18,200 recruitment advertisements showed that radio ads drove a 19% increase in web traffic.²
• Radio recruitment ads increased new visitors from ads by 44,300 people and had an average of 2.4 visits per airing. Total new users per the campaign were 2.45 million.²
• Radio also drives in web lift for real estate agencies and brokers.⁹
• Radio delivered 75% and half of new visitors/users midday and delivered 8,600 new users overnight.⁹
• Radio drives search
• An analysis of over 38.2K appliance spots showed that radio drove a 7% increase in new online users.³
• In-person traffic increased by 41% when the radio spots ran.³
• Across 59.8K furniture spots, radio drove a 17% increase in new online users.³
• There was a 1.9MM new website users throughout the entirety of the campaign.³
• A study across eight brands and 2,157 ads revealed that radio drove a 29% increase in Google searches.¹
• Radio improves brand perception
• Radio drives growth and impact for NFL radio campaign.
• An NFL streaming subscription radio campaign generated 18% growth in brand recommendation and 26% growth in brand attribution.⁴
• 45% said they would probably/definitely subscribe to NFL streaming service in the next 30 days.⁴
• 54% said they would probably/definitely subscribe in the next six months.⁴
• AM/FM radio ads generated major impact for automotive brands.
• +88% increase in advertising awareness.⁸
• +33% lift in brand relevance.⁸
• +32% greater brand trust.⁸
• +31% growth in brand consideration.⁸
• Radio boosts business
• As COVID-19 hit small businesses hard, Impact Radio Group (IRG) set out to help.
• IRG ran a campaign with free high frequency simultaneous media schedules across seven IRG stations for one week.⁷
• Each advertiser experienced a reach of about 140K A18+ with about 400K impressions.⁷
• Radio advertisers who continued their campaigns had a 20% conversion rate.⁷
• Radio personalities influence behavior
• 77% of listeners would try a brand recommended on-air by their favorite radio personality.⁶
• 83% of listeners say their favorite radio personality has opinions they value and trust.⁶
• A restaurant incorporated DJ endorsements as part of a campaign, which resulted in increased store traffic as well as increase in sales.⁵

Sources: 1) Media Monitors, Sequent Partners, In4mation Insights, RAB, Radio Drives Search, 2017; 2) NumericOwl Recruitment Jan 2021-Apr 2021; 3) NumericOwl, RAB Radio Delivers For Furniture and Appliance Retailers, Jan 2021-Oct 2021; 4) Nielsen Campaign Effect Study - A Leading Video On Demand Streamer/NFL on WestWood One 2020; 5) Norbella for Bertucci’s case study; 6) Katz Radio Group, Our Media, 2019; 7) Impact Radio Group, Iliad Media Group, Boost Idaho Business Case Study; 8) Big Audio Datamine - WestWood One 2023; 9) NumericOwl, Real Estate Agencies/Brokers, 2021

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