First-Time Radio Advertiser Becomes a $200K Key Account
This media sales case study shows how a Tampa/St. Pete media seller won a first-time radio advertiser using audience targeting and a clear “audience match” story. The advertiser had never used radio before, but after seeing the station’s audience alignment and the performance impact of endorsement advertising, they committed to $100K in direct radio advertising, then added nearly $100K in OTT advertising in April. The client later said April 2025 was the best month in their 30-year history, proving strong local advertising campaign results and business impact.
Results at a Glance
- $100K new direct radio business on the radio station (annualized key account)
- Nearly $100K added in OTT (April expansion)
- First-time radio advertiser (previously never used radio)
- Client reported that April 2025 was the best month in their 30-year history
- Clear shift from “considering another station” to “taking the media seller’s recommendation seriously”
- Expanded from radio campaign to OTT campaign to cross-platform advertising investment
The Need: How Do You Convince a First-Time Radio Advertiser?
Advertisers need proof fast before making any investment decisions. They want to know that their investment will reach the right audience at the right time in the right format. To meet this pre-requisite, sellers must be diligent in everything that happens before the meeting, including:
- pulling the right audience proof
- finding the right qualitative story
- putting a pitch together quickly enough to keep momentum alive
This media seller was running into that exact challenge in Tampa/St. Pete.
The Challenge: Too Much Time Spent Chasing the “Right Proof”
The media seller was spending a lot of time hunting for qualitative stories and support that would make a pitch land, and that took time away from prospecting, following up, and keeping deals moving.
They needed a faster way to prove audience fit and performance potential to skeptical advertisers without slowing down prospecting and momentum.
The Client Objection: “We’ve Never Used Radio.”
This advertiser wasn’t an easy yes. They had never invested in radio before so they were skeptical and were considering going in a different direction.
To win, the media seller had to answer the real question underneath the objection:
“Why should we believe this will work for our customer and our KPIs?”
They needed a story that made the decision feel obvious:
- Why this audience fits their ideal customer
- Why radio endorsement advertising can drive action
- Why this campaign could deliver real business results
- How radio and OTT could work together as a multi-platform marketing campaign
The Turning Point: Making the Audience Match Impossible to Ignore
The media seller used data-driven storytelling to demonstrate the parity between the advertiser’s target audience and the station’s actual reach, both qualitatively, geographically, and demographically.
Instead of leading with broad reach numbers, she showed the advertiser proof that the station audience aligned with their target customer and KPIs.
They stopped debating stations, and started talking strategy.
“TopLine pinpoints the match between a station’s audience and the client’s ideal customer and KPIs.”
The media seller also showed the impact of endorsement radio as a performance driver when the audience match is right.
That’s when the advertiser began taking her recommendation seriously.
The Outcome: Radio Campaign Success Led to OTT Expansion
The advertiser initially committed to run on their radio station from February through June.
But results came quickly and were so strong that the advertiser extended through the end of the year. The advertiser also:
- Extended the radio campaign through the end of the year
- Added nearly $100K in OTT advertising in April
- Became a $200K annualized key account
“They saw such great results that they contracted to run through the end of the year… then added nearly $100K in OTT.”
This is a classic example of a successful integrated campaign where radio established foundational trust and broad reach, and OTT effectively expanded targeting and boosted frequency. The measurable performance gains led directly to the advertiser increasing their investment.
“April 2025 was the best month they had in the 30-year history of the company.”
After April’s results, the advertiser told the media seller that this was the best month they had in their 30-year history. That’s more than “good engagement.” That’s real business impact and advertiser ROI.
That’s the kind of outcome that not only justifies a buy, but it also changes how a client sees your team. It turns a campaign into a partnership.
Beyond revenue, this win changed how Simone could sell:
- Faster prospecting and (less time searching for proof)
- Clearer new business outreach
- Better momentum between meetings and follow-ups
- Stronger conversations earlier in the cycle
- Faster confidence in the recommendation
In other words: more time selling and less time assembling proof.
Why this case study matters (and what it proves)
This story reflects what’s changing in local media advertising:
- Buyers and advertisers want audience targeting proof
- Sellers win by showing relevance early
- When the audience match is clear, campaigns expand across platforms
- Strong performance turns a first-time advertiser into a long-term account
The right story, backed by the right data, earns belief faster, and belief drives revenue.
FAQ
How much revenue did this campaign generate?
This campaign resulted in nearly $100K in new direct radio business, plus nearly $100K more in OTT, creating a $200K annualized new key account.
Why did the advertiser choose radio if they had never used it before?
The media seller showed clear audience parity between the station’s listeners and the advertiser’s ideal customer and KPIs, and backed it with a strong endorsement strategy.
What was the biggest business outcome?
The advertiser reported that April 2025 was the best month in their 30-year history, showing measurable, real-world impact.
What does this prove for other media sales teams?
When you can prove audience match and performance potential quickly, you can win skeptical new business and drive cross-channel expansion.
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