A Katz Radio Group case study is putting numbers behind a familiar sales question: what happens after someone hears a radio commercial?
For a summer 2026 campaign for an unnamed experiential brand, Katz reports more than 16,000 radio-attributed website sessions from nearly 10,000 unique visitors. Across 82 spots, its analysis estimated 1,410 product views, more than 100 checkouts and more than 260 modeled purchases.
The study used Katz Analytics, powered by Magellan AI, to examine online activity alongside campaign timing. The commercials ran in 15- and 30-second versions.
What the numbers mean
The purchase figure is a modeled estimate. It should not be presented as an independently verified count of transactions caused solely by radio. The public summary does not provide enough detail to reproduce the attribution calculation or isolate radio from every other influence on a purchase.
That distinction matters for stations preparing proposals and advertisers comparing results. A useful campaign report should explain the measurement window, ordinary website traffic, other advertising activity and the assumptions connecting a broadcast spot to an online action.
The Radio News Now question: Can an advertiser trace the reported result back through the measurement method—and understand what remains uncertain?