RADIO DRIVES RESTAURANT SEARCH

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Presentation transcript:

RADIO DRIVES RESTAURANT SEARCH AnalyticOwl

RADIO DRIVES RESTAURANT SEARCH About Restaurant-Goers Preferences and buying behaviors have evolved dramatically in the past years. Diners today seek: Unique food concepts Authentic experiences Simple and healthy choices Convenience RADIO DRIVES RESTAURANT SEARCH AnalyticOwl

RADIO REACHES RESTAURANT GOERS UPSCALE SIT-DOWN QUICK SERVE General Market 90% African-Americans 92% Hispanics 93% General Market 89% African-Americans 92% Hispanics 91% General Market 89% African-Americans 91% Hispanics 91% Source: Scarborough USA+ 2018 Release 1 Total (Dec 2016 – May 2018)

Source: NumericOwl Restaurants January 2018-October 2018 BACKGROUND DATA 21 Thousand Total Radio Restaurant Ads 3.3 Million Total Sessions January 2018 – October 2018 AnalyticOwl Source: NumericOwl Restaurants January 2018-October 2018

Dining Destination Search Radio campaigns impact on web traffic: +3% New user lift: Radio Influences Dining Destination Search 2.2 Sessions per airing: +1.4 New visitors per airing: 45k Sessions – all users: 30k Sessions – new users: Source: NumericOwl Restaurants January 2018-October 2018 AnalyticOwl

Radio Drives Higher Web Lift From New Users Towards Week’s End AnalyticOwl Source: NumericOwl Restaurants January 2018-October 2018

RADIO’S WEB TRAFFIC INFLUENCE BY DAYPART Afternoon Midday Morning Evening 3PM-7PM 10AM-3PM 6AM-10AM 7PM-12M Highest new site visitors Second highest number of new site visitors Third highest Less spots than Morning but drove nearly comparable levels Insight: Dining search occurs during traditional work hours AnalyticOwl Source: NumericOwl Restaurants January 2018-October 2018

Radio’s Halo Effect On Search Activity Radio’s Impact Continues Despite Campaign Hiatus On-Air 67 days 189 new daily web users Off-Air 135 days 178 new daily web users Source: NumericOwl Restaurants January 2018-October 2018 AnalyticOwl

Source: NumericOwl Restaurants January 2018-October 2018 RADIO DRIVES RESTAURANT SEARCH Radio is an effective medium to lift dining patrons web activity. Radio reaches nearly 90% or more of restaurant-goers – regardless of segment Radio increased web search by 3% Radio drove new web visitors daily Radio continued to influence search even when off-air AnalyticOwl Source: NumericOwl Restaurants January 2018-October 2018