Insurers Turn Up Volume Of Radio Advertising.(Brief Article)(Statistical Data Included)

Best's Review, September, 2000

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 LNA/MediaWatch Service. The service tracks spending on radio ads placed through representative...

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