Radio Station Audit
What the radio buy actually did
A sample run of SignalCheck, Red Beryl’s radio audit tool, for a client we’re calling Whitmore Jewelers here. Here’s what their spot log and their website say, side by side.
The Search Console export could not be used: that export has no date column this can read.
Website activity around the spots
+2%
busier in the hours the spots ran than in the hours they did not.
The export is hour-level, so this compares whole hours rather than the minutes after each spot: 216 hours carried a spot, 3,990 did not, across 252 spots. Restricted to 00:00–23:59, the hours the site is actually in use. For the sharper version — what happens in the minutes right after a spot — export minute-level analytics and run it again. This describes when the traffic happens, not what caused it.
By time of day
On this data Evening shows the biggest difference against its own normal. Each daypart is compared against its own hours, not against the whole day — comparing a 6am spot to a midday average would say more about the clock than about the advertising.
| Daypart | Spots | vs its own normal |
|---|---|---|
| Morning drive 06:00–10:00 | 83 | -8% |
| Midday 10:00–15:00 | 6 | 6 spots — too few to report |
| Afternoon drive 15:00–19:00 | 55 | -8% |
| Evening 19:00–24:00 | 108 | +6% |
Whitmore Jewelers – Mar–Aug 2026.pdf was received. Reading the terms out of a signed deck — the weeks bought, the spots per week, the rate — is something we do by hand as part of a full audit, and it is what turns this into a delivery check: whether the station aired what was paid for.
What was read
| File | Spots | Rows skipped |
|---|---|---|
| Whitmore Jewelers – Times Report – Jan–June 2026.xlsx | 254 | 9 |
What this doesn’t tell you yet
Whether the station aired everything paid for, which commercial performed best, and how much of this is really the advertising rather than the time of day. Those need the contract, the creative, and a proper look. That’s the conversation to have with Red Beryl.