Katz Radio Report: Radio Advertising Effective for Auto Insurance

Recently, the Katz Radio Group reported on a brand lift study looking at the ability of radio advertising to increase brand awareness for those shopping for auto insurance.  An article from Inside Radio Reported the results: 

“According to the study, radio proved effective at reaching consumers during key decision-making moments, helping brands connect with audiences when they are actively in-market.  The medium’s ability to deliver consistent messaging across multiple listening environments — including in-car and at-home — allows advertisers to reinforce their value proposition throughout the consumer journey.

The findings indicate that radio contributes to measurable gains in both awareness and consideration.  In one campaign analyzed by Katz, an auto insurance advertiser recorded an 8% increase in brand awareness and a 5% lift in consideration following a radio campaign.”

Accordingly, radio plays a key role in influencing consumers’ decisions in the highly competitive auto insurance market.

You can see the results of the study reported by Inside Radio here.