Eye Care Brand Sees Stronger Consumer Intent After 32-Market Radio Push.

A targeted AM/FM radio campaign helped an eye care brand strengthen consumer consideration and purchase intent in a competitive marketplace dominated by local providers, national chains and online retailers, according to a custom brand lift study conducted by Katz Radio Group.

The study found the brand already enjoyed strong familiarity among consumers but faced significant competition from larger retailers and established local providers. To address that challenge, Katz launched a radio campaign across 32 markets designed to reinforce the brand’s value proposition, promote a 40% discount on lenses and deliver straightforward, benefit-focused messaging aimed at adult household decision-makers responsible for eye care choices.

The campaign was evaluated through research involving 800 adults 18+ living in the targeted radio markets. All participants were responsible for eye care decisions in their households. Results showed broad positive reception, with 85% of respondents giving the advertisement a favorable rating.

“Radio also proved highly effective at moving consumers into the consideration stage,” Katz says of its study. “59% rated the ad positively (Good/Excellent), and that response translated directly into intent, with 59% reporting they would consider the brand after hearing the ad — including 28% who said they were very likely. The takeaway is clear as day: the campaign didn’t just generate awareness; it actively shifted consumer intent and brought audiences meaningfully closer to action.”

Researchers found that message clarity was a major factor in the campaign’s effectiveness. Forty percent of respondents said the ad’s “clear, concise, and informative” presentation was the primary reason for its appeal, while 30% cited the promotional offer as a key driver.

Katz said the findings highlight the effectiveness of radio as a trusted local medium capable of cutting through marketplace clutter, particularly in categories where price transparency and convenience influence consumer choices. The study concluded that pairing broad local reach with memorable, value-focused creative can help brands maintain relevance and move consumers closer to selecting their services.

“The results also point to a larger strategic opportunity: in categories where consumers have many options, radio can do more than build awareness,” Katz says. “It can help brands strengthen relevance at the consideration stage and moves consumers closer to choosing the brand.”