Katz: 77% Would Consider New Auto Insurer After Radio Exposure

Why It Matters

The findings prove radio can move beyond awareness to genuine purchase intent, offering insurers a cost‑effective channel to capture shoppers actively comparing policies.

Key Takeaways

• 77% would consider brand after hearing radio ad
• 82% of target audience tunes AM/FM weekly
• Over 90% say ads communicated trust, quality, savings
• Simplicity and educational tone drove strongest listener response

Pulse Analysis

Auto‑insurance shoppers are among the most active consumers, with nearly half comparing providers in the past month and another 46% planning to shop within the year. Traditional media channels compete for their attention, but radio remains uniquely positioned because it reaches listeners during routine moments—commutes, errands, and at‑home listening. The ubiquity of AM/FM, with 82% of the 25‑54 demographic tuning in weekly, provides insurers a steady platform to reinforce messaging without the fragmentation seen in digital streams.

The Katz study, conducted in December with a custom online survey of 600 decision‑makers, measured brand‑lift for an unnamed national auto‑insurance advertiser. After exposure, 77% of participants indicated they would likely consider the brand for their next policy, a clear jump from baseline awareness. Moreover, more than 90% of respondents felt the ads effectively conveyed core attributes such as trust, quality, savings, and customer focus. The research highlights that clarity and an educational tone—not flashy production—resonate most with this pragmatic audience, suggesting that straightforward value propositions outperform complex creative.

For insurers, the implications are twofold. First, radio offers a scalable, cost‑efficient way to reach in‑market shoppers at moments when they are primed to evaluate options. Second, integrating radio with digital retargeting can extend the reach, reinforcing the same clear messaging across channels. As competition tightens in the auto‑insurance space, brands that leverage radio’s consistent reach and focus on simple, value‑driven creative are poised to capture a larger share of the consideration set and ultimately drive policy conversions.