In a category as competitive, and price-sensitive as auto insurance, standing out requires more than just awareness. Brands must connect with consumers at the right moment, deliver meaningful messaging, and ultimately influence consideration when decisions are being made.
A recent Katz study explored how radio delivers on all three.
REACHING CONSUMERS WHEN THEY’RE READY TO ACT
Auto insurance is not a passive category. Consumers are frequently in-market, actively researching, comparing, and reconsidering providers. In fact, nearly half of surveyed adults reported recently shopping for auto insurance, with many anticipating they’ll be back in the market within the next year.
That level of activity creates a constant window of opportunity for brands, but only if they can stay top of mind. Radio helps brands do exactly that.
With 82% of the audience tuning into AM/FM radio weekly (Katz Radio Group Study, December 2025), campaigns are able to reach consumers consistently across the day, whether they’re commuting, at home, or moving between daily routines. This kind of frequency ensures that messaging isn’t just heard once but reinforced over time.
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DRIVING CONSIDERATION IN A CROWDED MARKET
Awareness alone isn’t enough, especially in insurance, where multiple brands often compete within a tight consideration set. What stands out in this study is how effectively radio moves consumers down the funnel. After hearing the campaign, 77% of listeners said they would be likely to consider the brand for their next auto insurance policy.
That level of consideration is significant, not just as a measure of campaign success, but as proof that radio can influence real purchase intent. It reinforces what Katz research has consistently shown: radio doesn’t just build reach, it drives action.
MESSAGING THAT BUILDS TRUST AND VALUE
In a category where trust is critical, the creative itself plays a major role in performance. Listeners responded overwhelmingly positively to the campaign, with over 90% agreeing the ad communicated key brand attributes like trust, quality, savings, and customer focus.
What resonated most wasn’t flashy or overly complex messaging, it was clarity. Consumers highlighted the ads informative, educational tone, clear and straightforward delivery and their strong emphasis on value without compromise.
CONSIDERATION STARTS HERE
For auto insurance brands navigating a crowded and competitive landscape, radio proves to be a powerful driver of both performance and perception.
By reaching consumers when they’re actively in-market, delivering clear and compelling messaging, and reinforcing brand value over time, radio doesn’t just support campaigns, it elevates them.