Nebraska Rural Radio Association
How Nebraska Rural Radio Delivered Measurable, Verifiable Business Growth for a Nebraska Electrical, Plumbing, and HVAC Brand
Midwest HVAC and plumbing services provider · Analysis published December 2025
Summary
A Nebraska electrical, plumbing and HVAC provider spent $1,340 with Nebraska Rural Radio Association across KNEB-FM and KHYY-FM in 2025. SimilarWeb measured a 27.8% lift in weekly web traffic during the first flight, from 380 to 486 visits per week, with a 17.3% drop during the gap between flights. The advertiser reported a 5 to 10% revenue increase, attributed 52 visits or calls directly to radio, rated satisfaction 5 out of 5, and confirmed renewal.
Campaign overview
- Client
- Midwest HVAC and plumbing services provider
- Objective
- Drive measurable increases in brand awareness, website traffic, and in store visits through targeted radio advertising.
- Context
- A Midwest HVAC and plumbing services provider serving residential and commercial customers in Nebraska.
- Stations
- KNEB-FM and KHYY-FM
- Investment
- $1,340 analyzed
Results
Third party verified
- SimilarWeb web traffic: 486 average weekly visits during Campaign 1 against a 380 visit baseline, a 27.8% lift
- SimilarWeb web traffic: 17.3% decline during the gap period when no campaign was running
Advertiser reported
- Revenue change: increase of 5 to 10%
- Traffic change: increase of 5 to 10%
- Lead quality: better
- Incremental visits: 52 visits or calls attributed directly to radio by the advertiser
Analysis
Verified attribution
SimilarWeb provides independent third party verification of radio's impact on web visits. Traffic rose 27.8% during the first flight and fell 17.3% in the gap between flights, which is the pattern you expect when the channel is doing the work.
Small budget, measurable impact
Total analyzed investment was $1,340 across two stations. Campaigns at that spend level still produced a measurable web traffic lift, 52 directly attributed visits or calls, and a reported revenue increase of 5 to 10%.
Key takeaway
Third party tracking confirms that radio advertising creates real business impact, and small budget campaigns can still deliver meaningful, measurable results.
Methodology
Data sources
- SimilarWeb (web traffic analytics)
- NRRA campaign contracts and spend
- NRRA advertiser surveys (October 2025)
Analysis periods
- Baseline: Jan 1 to May 13, 2025
- Campaign 1: May 14 to Jul 18, 2025
- Gap: Jul 19 to Aug 31, 2025
- Campaign 2: Sep 1 to Oct 31, 2025
Lift calculation
% Lift = ((Campaign Avg / Baseline Avg) - 1) x 100
Exclusions
- Campaign 3 ($11,600, multi station) was excluded because that flight runs through September 2026 and only about two months of data was available, roughly 17% of the flight. It also overlaps Campaign 2, which complicates clean attribution. A separate analysis can be conducted once Campaign 3 concludes.
Limitations
- Seasonality not fully controlled between baseline (winter and spring) and campaign periods (summer and fall)
- Small sample size limits statistical significance
- Analysis was limited to 2025 campaigns because the external data sources currently cover 2025 only, so there is no pre campaign baseline for older campaigns
- Third party tracking may not capture all touchpoints
Frequently asked questions
How was the lift calculated?
% Lift = ((Campaign Avg / Baseline Avg) - 1) x 100
What were the baseline and campaign periods?
Baseline: Jan 1 to May 13, 2025. Campaign 1: May 14 to Jul 18, 2025. Gap: Jul 19 to Aug 31, 2025. Campaign 2: Sep 1 to Oct 31, 2025.
Which data sources were used?
SimilarWeb (web traffic analytics), NRRA campaign contracts and spend, NRRA advertiser surveys (October 2025).
What are the limitations of this analysis?
Seasonality not fully controlled between baseline (winter and spring) and campaign periods (summer and fall). Small sample size limits statistical significance. Analysis was limited to 2025 campaigns because the external data sources currently cover 2025 only, so there is no pre campaign baseline for older campaigns. Third party tracking may not capture all touchpoints.
Insights by Futuri TopLine.
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