Financial service providers would be wise to consider radio advertising! A recent study conducted by Nielsen reveals how one NFL radio campaign boosted app downloads and usage, brand awareness, and ad recall for an undisclosed financial service client.

Key Findings:

1. Those exposed to the radio campaign were 21% more likely to use the app.
2. Women were 73% more likely to use the app after hearing the radio ads.
3. Radio ads created a 26% increase in app awareness.
4. Participants were 18% more likely to describe the app as “a convenient transfer of money through its mobile app and website.”
5. Perceptions of trust and leadership grew by 9% and 7% respectively once to those exposed to the radio ads.
6. Radio ads increased recall of ads on other platforms:
   1. 58% increased recall of digital ads
   2. 55% increased recall of TV ads
   3. 40% increased recall of billboards/outdoor ads
   4. 23% increased recall of mobile ads
   5. 15% increased recall of newspaper ads

The study also demonstrates the power endorsement advertising on the radio:

1. 83% said they liked it or liked it a lot, compared to 53% of those who heard the regular creative ads.
2. Endorsement ads performed 60% better than the regular creative ads.
3. Endorsement ads outperformed regular creative ads in believability with regular ads scoring 77% and endorsement ads scoring 94%.
4. 91% said endorsement ads provided a new source of information, compared to 62% of regular radio ads.
5. 89% of those exposed to endorsement ads characterized the company as unique, compared to 52% of those exposed to regular radio ads.
6. 88% rated endorsement ads are relevant compared to 55% of those who heard regular ads.

For more information click here.