In 2020, a major consumer packaged goods company launched a local marketing campaign that used radio in the third and fourth quarters.

Katz and AnalyticOwl studied radio’s impact on web traffic for the CPG company and found that radio was a “massive driver of awareness and engagement,” with a “huge amount of web visitation occurring when the radio campaign kicked in.” The study showed radio drove an incremental 28% lift in web traffic to the CPG’s initiative sites over the two 4-week flights. 

Impressively, on-air days outperformed off-air days by more than 10,000%. Off-air days included the week prior to the campaigns starting, and weekends, which had no spots running.

To learn how to get a commercial on the radio and improve your web lift, contact SMI today.