Katz Case Study: Sports Fans And AM/FM Radio Lift Liquor Brand.

It’s playoff time for the National Basketball Association and the National Hockey League, and the fans of those respective leagues are dialed in on what’s happening — on the court and on the ice.

And according to a new insights piece by Katz Radio Group, brands that have an on-air presence during those games can count on radio driving memorable results. Katz says a recent case study that centers on sports radio driving awareness for a liquor brand makes its case.

“A liquor brand turned to AM/FM radio to raise brand awareness among basketball and hockey fans in four key local markets during last season,” Katz explains. “Spots ran in Q1 2024 during radio broadcasts of two NBA and four NHL teams’ games. Katz conducted a brand lift study at the completion of the campaign to gauge radio’s impact on awareness among these targeted sports fans.”

The study determined that the liquor brand’s radio campaign generated an eight-point gain in brand awareness among those targeted by the radio campaign vs. the average surveyed adult. Among those who recalled hearing the spot, awareness was even higher — 27 points.

“Spirits brands are smart to utilize radio broadcasts of NBA and NHL games to reach prospective consumers,” Katz says. “The study found that listeners targeted by the liquor brand’s radio campaign during NBA and NHL games are heavy consumers of spirits — more so than the average surveyed adult.”

Nearly three-quarters (74%) are drinkers, 16 points higher than the average adult. More than four in five (85%) enjoy drinking at restaurants and bars, and 81% purchase bottles as gifts. Both of those numbers are 12 points higher than average.

“NBA and NHL fans are the toast of the town for spirits brands looking to raise key brand health metrics,” Katz says. “The radio campaign successfully impacted target consumers, leading to greater brand awareness in a crowded category. With large fanbases of engaged listeners, sports radio is an ideal platform for alcoholic beverage brands to introduce new consumers to their products.”