Purpose:
Measure radio's impact on consideration to open bank accounts for two financial institutions.
Key Finding:
Radio drives critically important mid-funnel metrics for financial institutions, boosting brand consideration at an average of 20%.
Key Takeaways:
- Interest in opening a bank account increased by an average +20% among those who heard the campaigns.
- More than 6 in 10 consumers say banking ads on radio could encourage them to learn more about the banks and about opening an account in the future.
- 84% of listeners believe it is smart for financial companies to use radio advertising to make people aware of their offerings.