Radio Attribution for Site Traffic & Search Can Be Measured

RADIO ONLINE | Monday, February 5, 2024 | 11:33am CT

Cumulus Media and Westwood One

Over the past five years (2019-2023), Cumulus Media | Westwood One Audio Active Group has commissioned LeadsRx to conduct 17 attribution studies for brands spanning a variety of categories. The categories included tax preparation services, B2B supplies/services, apparel and jewelry retailers, financial institutions, job websites, subscription managers, identify theft protection, online therapy apps, vitamin supplement subscription services and a haircare supplement. This week, the companies' blog outlines the key findings.

• On average, AM/FM radio generated a +14% lift in site traffic across the 17 campaigns measured by LeadsRx.

• Day of the week: Compared to the share of Nielsen impressions, the 17 AM/FM radio campaigns' share of attributed web sessions outperformed on weekends and Mondays.

• Daypart: On average, evenings have a greater share of attributed web sessions due to available devices and free time of consumers.

• The heavier media weight, the greater lift in web traffic.

• AM/FM radio programming format: A wide variety of AM/FM radio formats drive search and site traffic; Attributed site traffic from spoken word formats (Sports and News/Talk) outdeliver Nielsen impressions.

• Creative analysis: A jewelry retailer's creative that highlighted price matching and a rewards offer were the leaders in driving attributed web traffic.

• Brand early and often: The highest performing ads mentioned the brand within the first five seconds.