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Article: Insurers Turn Up Volume Of Radio Advertising.(Brief Article)(Statistical Data Included)
- Article from:
- Best's Review
- Article date:
- September 1, 2000
CopyrightCOPYRIGHT 2000 A.M. Best Company, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Insurers are increasing their radio advertising and featuring direct-response incentives, such as toll-free numbers and Web-site addresses, according to radio industry marketing firms.
The insurance and real estate industries combined increased radio advertising 21.7% in 1999 t9 $134.6 million in national and regional networks, according to Competitive Media Reporting. Total radio advertising spending increased 14.2% in 1999 to $17.2 billion, said Bob Coen of McCann-Erickson Worldwide.
Three insurers--Allstate, Geico and State Farm--ranked among the top 40 radio advertisers on national and regional networks, according to Competitive Media Reporting's ...