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Radio Advertising Success Story: Katz Radio Group

Spanish Radio: A Wise Choice for a Smart Brand

of respondents would consider the product during their next purchase occasion

of respond remembered the brand after being exposed to the campaign

The Objective

A smart home technology company turned to radio to boost engagement among Hispanic consumers across key markets. Katz Radio Group partnered with Veritonic to measure the impact of radio advertising on key brand health metrics like awareness and purchase intent.

The Approach

Katz leveraged the Veritonic audio analytics platform to measure the effectiveness of a radio campaign targeted at Spanish-speaking people in the US.

Our Result

Research showed the campaign drove brand awareness and consideration:

  • The brand was the most “top of mind” in the category, cited by 59% of Hispanics “unaided.”
  • The brand led in aided awareness, with name recognition by 76% of Hispanics.
  • Hispanic respondents outperformed non-Hispanics on both awareness metrics as well (+7% and +4%, respectively).
  • 68% of Hispanics saying they would consider it during their next purchase occasion (+6% higher than non-Hispanics.)

By leveraging Veritonic analytics and Katz Radio Group’s reach to Hispanic audiences, the brand was able to reach their target with messaging that drove results.

Download a copy of this case study.

  • We are pleased to appoint Veritonic as a preferred Brand Lift partner. The most recent study findings — which include a 170% lift in favorability — meaningfully furthered the advertisers' confidence in audio as a highly effective channel for reaching their desired audience with the right message, in the right location, at the right time.
    Scott Porretti, President of Katz Digital Audio

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