Case Study



In the Fall of 2018, Client Y was launched with the goal of providing sock sizes for men and women that are the exact size of your feet via the direct to consumer marketplace. The challenge was to start before the Christmas season with no other media airing except radio in New York and nationally on SiriusXM satellite radio. The local radio in NY was focused on live-read endorsements on WFAN-AM (Sports) and WEPN-FM(Sports) with 2 of the most recognizable on-air talents in Boomer Esiason & Michael Kay. Each campaign also had recorded spots to air throughout the day featuring both founders. In addition, the founder spots aired on Sirius XM satellite radio.

Strategic Target

M25-54/A25-54 with HHI $100K-$200k. Men and women with disposable income that buy socks in department stores or via e-commerce.

Media Deployed

Local Spot Radio-SXM Satellite Radio and DRTV

Strategic Planning/Buying Approach

Developed a 6 week $125K media schedule across multiple SXM Channels and local spot radio on WFAN and WEPN in New York

Live Reads saw an immediate jump in response on the web, with an average ROI 25% better than recorded spots

SiriusXM Satellite radio saw a huge improvement from Week 1 to Week 3 with continued optimization of the top performing

News and Talk channels, followed by sports and entertainment. Weekend dayparts showed

Overall ROI for the 1st 6 weeks recorded a 1.4-1. The target goal of the gate was 1.0.

Network radio was introduced in March 2019, focusing on some of the same sports and news talk programs we were purchasing locally and on satellite radio.


After the initial 6 weeks, local media was scaled down to just include the live reads and SXM was altered to with just the performing channels.

ROI in February of 2019 hit 1.7 MER and continued at that pace till the end of the spring season where results were
expected to dip to the summer months.

Introduced DRTV in late July 2019 to get some baseline results for the upcoming busy season in Q4

Client now spending $10m per year in DRTV and DR Radio and those numbers are expected to exceed $15m in 2021.

Discover How Radio Advertising Can Get You Higher Quality Leads – Faster Than Other Advertising Channels