Radio’s attribution case studies keep getting more granular, and the latest example ties football directly to website clicks. A home improvement brand’s radio campaign running alongside NFL and NCAA broadcasts generated a web traffic boost, per Katz Radio Group.
Katz used its Katz Analytics platform with LeadsRx to match the radio campaign’s spot times with timestamped website activity. Sessions were counted as radio-attributed if they occurred within a 10-minute window following a spot’s airing.
Across the full football season, 1,850 radio spots generated more than 7,600 radio-attributed web sessions, an average of 4.2 sessions per airing. The campaign produced a 3.1% incremental lift in web traffic across the football markets analyzed. To integrate the brand into the football experience, the campaign combined team-specific sponsorships, in-game content, and announcer-led creative, along with a mix of :30, :10 and :05-second spots that let the brand pair deeper storytelling with high-frequency, timely messages throughout game days.
Katz found roughly 4,700 web sessions came from :30 spots, 2,900 from :05 spots, and more than 500 from :10 spots.
Those results echo a similar Katz case study Radio Ink covered last year, in which a Midwest-based home improvement company ran a season-long MLB radio campaign that generated more than 17,000 web sessions and a 4.2% traffic lift, also measured with Katz Analytics and LeadsRx.
This case study is the latest in a series of Katz Analytics attribution studies tying radio spots to measurable web activity across categories including travel, short-term rentals, tax preparation, and e-commerce.
