Your browser is out-of-date!

Update your browser to view this website correctly. Update my browser now


Radio Performs for American Family Insurance

Nielsen says campaign raised key perceptions

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.