Radio Performs for American Family Insurance

Nielsen says campaign raised key perceptions
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Marketers want brand lift and increased profit from advertising.

That’s why perception is everything, says Nielsen, in releasing results from a survey measuring the effectiveness of radio for American Family Insurance.

Along with the Katz Radio Group, Nielsen looked at insurance decision-makers who tuned in to one or more stations airing American Family Insurance ads and compared their engagement with the Madison, Wis.-based company to decision-makers (ages 25–64) who did not listen to those stations.

The study found that insurance decision-makers who heard the campaign were 25% more likely to request a quote from American Family Insurance than those who didn’t hear it. The American Family Insurance radio campaign also raised all key brand perceptions among insurance decision-makers, according to the study.

In fact, there was more than a 20% increase in the perception that American Family Insurance offers competitive rates and is easy to do business with when compared to the control group.

Brand-switchers who were exposed to the campaign were nearly twice as likely to request a quote, highlighting radio’s ability to influence the insurance company’s best prospects, according to Nielsen. The survey ran in six markets last November and had a sample size of 1,020.