RAB Insights

RAB Research Archive

Radio delivers decision-makers for American Family Insurance

Perception is everything, and that couldn’t be truer for radio advertisers whose goal, like most marketers, is brand lift and increased profit. Measuring key brand metrics that affect perception is vital, as is understanding how media channels drive consumer awareness, attitudes, favorability, intent and preference. In a recent study, Nielsen looked at radio campaign effectiveness, measuring the impact of radio advertising on brand perceptions about American Family Insurance. One result from the study showed that radio increased brand health metrics, particularly among decision-makers seeking new insurance, in the areas of favorability, recommendation and intent to request a quote from American Family Insurance.

Source: Nielsen

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