Katz Study Shows Radio's Impact on Digital Engagement

RADIO ONLINE | Thursday, October 22, 2026 | 2:08pm CT

Katz Radio Group

A new Katz Radio Group insights report highlights radio's ability to drive measurable online consumer activity, with a summer 2026 advertising campaign generating more than 16,000 radio-attributed website sessions and hundreds of modeled purchases.

The study, titled "From the Airwaves to Action: How Radio Drives Digital Engagement," examined a campaign for a leading experiential brand to determine how radio advertising contributed to website traffic, product interest and purchasing behavior.

According to Katz, the campaign's 15- and 30-second radio commercials generated an estimated 16,000-plus website sessions from nearly 10,000 unique visitors during the summer 2026 tracking period.

The analysis also examined consumer activity beyond initial website visits. Across 82 radio spots, the campaign was associated with an estimated 1,410 product views, more than 100 checkouts and over 260 modeled purchases.

Katz said the findings demonstrate how radio advertising can influence consumer behavior beyond traditional brand awareness, encouraging listeners to visit websites, explore products and move closer to making purchases.

The study used Katz Analytics, powered by Magellan AI, to evaluate website activity in relation to radio campaign timing and estimate the advertising's contribution to digital engagement.

For advertisers, Katz said this approach provides additional insight into radio's role in broader marketing strategies by connecting broadcast exposure with measurable online actions.

The findings reinforce the potential for radio to serve not only as an awareness-building medium but also as a driver of consumer engagement and purchasing activity.

Read the full Katz Radio Group insights report here.