Tax preparation services are leveraging radio ads for broad
reach and local impact as tax day approaches. A 14-week campaign by a leading tax
prep service, in collaboration with Katz Radio Group, across 70 markets and 100
stations, utilized varied ad formats. Katz Analytics revealed a significant surge in web
traffic, attributing over 870,000 web sessions to radio efforts, marking an 11% increase.
Long-form expert tips drove engagement, while short calls-to-action were exceptionally
effective, generating 57% of site visits. Katz’s findings align with prior studies, showing
AM/FM radio’s influence on tax service usage and brand awareness, particularly among
heavy radio listeners, with notable spikes in web traffic correlating to radio ad airings.