Telecom Advertisers See High ROI From Radio.

Radio continues to prove its value for telecom advertisers, according to new data from AnalyticOwl’s Industry Insights. The report, which analyzed 6,000 aired commercials across the telecom sector, found that radio not only drives website traffic but also generates high-quality visits from engaged consumers.

Across campaigns, 69% of post-commercial website visits came through search engines, while 31% came from direct URL entry. Analysts note that this highlights a common consumer behavior: listeners often hear a radio spot, then use a search engine to access the site, regardless of call-to-action instructions.

Response rates peaked on Wednesdays, with Midday identified as the most effective daypart. Thirty-second spots outperformed 60-second ones, driving a 2% lift in web traffic. Visitors were highly engaged, averaging over two minutes per session and nearly two pages viewed, with bounce rates under 38%. Mobile visits accounted for 10% of traffic, underscoring radio’s reach across devices.

“The data confirms that broadcast radio connects consumers throughout their daily lives and drives real consideration and conversions for telecom brands,” Rick Kestenbaum, General Manager, AnalyticOwl, wrote in a blog post. Nielsen Commspoint data further supports the finding, showing radio prompted 53% of listeners to try a telecom brand — outperforming TV and other media. For telecom advertisers, leveraging these insights can translate into stronger market share and measurable ROI.