Football Radio Turns Fan Engagement Into Online Action.

A targeted radio campaign tied to NFL and NCAA football programming generated more than 7,600 radio-attributed web sessions for a leading home improvement brand, according to a new case study from Katz Radio Group.

The campaign, which ran in multiple markets throughout the football season, used Katz Analytics, powered by LeadsRx, to match radio spot times with time-stamped website activity. The measurement identified website visits occurring within 10 minutes of a radio spot airing.

Across the markets analyzed, the campaign produced a 3.1% incremental lift in web traffic. A total of 1,850 football radio spots aired during the campaign, generating an average of 4.2 web sessions per airing.

The campaign incorporated team-specific sponsorships, in-game content and announcer-led creative to connect the home improvement brand with listeners during the football experience.

The advertiser also used :30, :10 and :05 spots, allowing the campaign to combine longer-form messaging with shorter, higher-frequency touchpoints throughout game-day programming.

Katz said the results demonstrate how radio can drive measurable digital response among highly engaged sports audiences, moving listeners from football programming to the advertiser’s website.