Radio Wins Gold, TV Takes Silver: a Sporting Goods Retailer's 16X ROI Play
CUSTOMER CHALLENGE
As a relative newcomer to the Canadian market—with its first store opened in Quebec in 2018—a sporting goods retailer needed to raise awareness around its brand while driving omnichannel growth, both in-store and online.
In 2024, the brand launched a two-phase campaign, running in spring and winter, to support the rollout of its global rebrand. The campaign wasn’t just about visibility; it also aimed to convert first-time buyers, many of whom were unfamiliar with the technical R&D and product quality behind their affordable pricing. To guide its strategy, the client sought data-driven clarity on how to optimize media investments and deepen its foothold in Canada, both in terms of sales and brand recognition.
Traditional measurement tools weren’t enough. The team lacked:
- Attribution visibility across traditional and digital media
- Clarity on which tactics drove traffic in-store vs. online
- ROI metrics for traditionally brand building channels like TV and radio
- Granular channel and placement-level insights to optimize future strategy
To solve this, the client and their ad agency, Cossette Media, turned to Mevo to bring transparency and strategy across the marketing funnel.
SOLUTION & INSIGHT
Cossette Media partnered with Mevo to look at the traffic and revenue impact of each part of the campaign to guide smarter investment decisions between performance-driven and brand-building media. This enabled the client to:
- Compare campaign ROI of the two phases, across the entire marketing funnel
- Visualize the impact of each media channel—digital and traditional—on both online and in-store traffic
- Analyze TV performance at the program level to identify top-performing placements
Mevo delivered granular, real-time insights that allowed the team to evaluate cost-per-visit, isolate incremental revenue by tactic, and optimize media investment throughout the campaign. Key learnings:
- Traditional Media Drives Store Visits: Radio generated 2X more total sales than any other single media channel underscoring radio’s role as a high-performing, cost-efficient channel within an omnichannel mix.
- TV Insights for Future Optimization: Broadcasts, morning shows and primetime programming all proved popular but the leading morning show and top reality TV series each contributed +30% more revenue than the next leading placement.
Mevo delivered full-funnel clarity and recommendations for the client's Phase 2 campaign, enabling smarter investment decisions in real-time and measurable performance gains:
16X ROI of Mevo-driven Phase 2
vs. 12X in Phase 1, despite a smaller budget
OUTCOMES
Live performance data enabled smarter budget decisions when it mattered most, allowing the team to redirect spend mid-flight to the top-performing tactics. The Mevo-informed Phase 2 of the campaign delivered a higher ROI (16X vs. 12X) despite a smaller budget, driven largely by strong-performing TV placements.
By partnering with Cossette Media and Mevo, the client gained actionable insight into what drives traffic, revenue, and ROI — across the funnel and across media types. This data-driven clarity empowered them to:
- Align media planning with specific business goals
- Justify upper funnel media spend with measurable outcomes
- Adapt campaign media allocation to optimize results
As the sporting goods retailer continues to grow in Canada, these insights lay the foundation for more effective, efficient, and balanced marketing strategies moving forward.
