Nebraska Rural Radio Association
York County Visitors Bureau Radio Campaign Results
How Nebraska Rural Radio powered a successful app launch
York County Visitors Bureau · Analysis published December 2025
Summary
York County Visitors Bureau spent $3,773 with Nebraska Rural Radio Association across KAWL-AM and KTMX-FM from April to September 2025 to drive adoption of the Visit York County mobile app. SimilarWeb measured an 11.8% lift in weekly web traffic, from 496 to 554 visits per week, followed by a 7.3% decline after the campaign ended. The bureau rated satisfaction 5 out of 5 and confirmed renewal.
Campaign overview
- Client
- York County Visitors Bureau
- Objective
- Drive app adoption and increase digital visitor engagement through targeted radio advertising promoting the newly launched Visit York County mobile application.
- Context
- York County Visitors Bureau promotes tourism and visitor services in York County, Nebraska, and manages the Visit York County app for digital visitor engagement.
- Stations
- KAWL-AM and KTMX-FM
- Investment
- $3,773 analyzed
Results
Third party verified
- SimilarWeb web traffic: 11.8% increase during the campaign, 554 against 496 visits per week
- SimilarWeb web traffic: 7.3% decline after the campaign ended
- Unacast geolocation: 10.1% decline in visits to the Visitors Bureau office during the campaign period
Advertiser reported
- Reported lift: 10 to 20%
- Lead quality: better than usual
- Satisfaction: 5 out of 5
- Renewal: confirmed
“This campaign increased awareness of brand, services, and promotion of our region, resulting in increased attendance at local events!”
York County Visitors Bureau
Analysis
Measured against reported
The advertiser reported a 10 to 20% lift. SimilarWeb measured 11.8%. Traffic rose during the campaign and fell 7.3% once spots stopped, and that temporal pattern is what supports attribution rather than coincidence.
The physical traffic context
Foot traffic to the Visitors Bureau office declined 10.1% during the campaign period. That number needs context. Unacast measures visits to the bureau office at 603 N Lincoln Ave, not to tourist destinations. Tourist office traffic follows strong seasonal patterns and the campaign overlapped the June to August trough. The campaign objective was app adoption rather than office visits, and web traffic is the metric that maps to that objective.
Radio drives digital outcomes
Traditional radio moved modern digital behavior here: app downloads, website visits, online engagement. For an app launch, web traffic was the right measurement. Align measurement with objectives.
Key takeaway
Radio delivered on the campaign's actual objective, which was digital engagement. The foot traffic decline reflects seasonal tourism patterns rather than campaign effectiveness. When evaluating radio performance, measure what matters to your specific goals.
Methodology
Data sources
- SimilarWeb (web traffic analytics)
- Unacast (geolocation foot traffic)
- NRRA campaign contracts
- NRRA advertiser surveys
Analysis periods
- Baseline: Jan 1 to Apr 6, 2025 (14 weeks)
- Campaign: Apr 7 to Sep 30, 2025 (26 weeks)
Lift calculation
% Lift = ((Campaign Avg / Baseline Avg) - 1) x 100
Exclusions
- A secondary $350 brand placement on Oct 31, 2025 was excluded from this analysis as a single day calendar sponsorship outside the main campaign period.
Notes
- Unacast data measures visits to the Visitors Bureau office at 603 N Lincoln Ave, not to tourist destinations. Office traffic declined 10.1% during the campaign, which is consistent with awareness campaigns that send visitors directly to attractions.
Limitations
- Seasonality not fully controlled between baseline (winter and spring) and campaign (spring and summer)
- Weekly data granularity prevents isolation of single day effects
- App download metrics would provide additional validation
- 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 Apr 6, 2025 (14 weeks). Campaign: Apr 7 to Sep 30, 2025 (26 weeks).
Which data sources were used?
SimilarWeb (web traffic analytics), Unacast (geolocation foot traffic), NRRA campaign contracts, NRRA advertiser surveys.
What are the limitations of this analysis?
Seasonality not fully controlled between baseline (winter and spring) and campaign (spring and summer). Weekly data granularity prevents isolation of single day effects. App download metrics would provide additional validation. Third party tracking may not capture all touchpoints.
Insights by Futuri TopLine.
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