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
• An analysis of over 208 fine and casual dining restaurant advertisers, radio drove a 7.43% increase in website traffic³
• 15.57% increase in new visitors for ever day radio was on air³
• Radio drives search
• A study across eight brands and 2,157 ads revealed that radio drove a 29% increase in Google searches.¹

Radio improves brand perception, awareness and familiarity

• Radio drives consideration for online pharmacy and healthcare brands
• Among consumers targeted by the radio campaign, brand awareness increased from 25% to 38%⁴
• Familiarity increased from 21% to 28%⁴
• Perception increased from 23% to 28%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

• A local plumbing company measured a radio campaign's impact
• Radio drove a massive lift in digital traffic during the first nine months of the campaign⁷
• 10K new users were directed to the brand, directly attributed to the radio campaign⁷

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 liquor brand used a radio personality endorsement campaign and expereinced a 14.3 lift in web traffic⁵

Sources: 1) Media Monitors, Sequent Partners, In4mation Insights, RAB, Radio Drives Search, 2017; 2) NumericOwl Recruitment Jan 2021-Apr 2021; 3) NumericOwl, RAB Radio Drives Website Lift for Restaurants 2025; 4) Katz Analysis, Study for online healthcare brand, Q3 2024; 5) Katz Radio Analysis, AnalyticOwl study for liquor brand Q4 2023; 6) Katz Radio Group, Our Media, 2019; 7) Beasley Media Group, Boston, 2024; 8) Big Audio Datamine - WestWood One 2023

---