Findings from Katz's Audit of Media Monitors Ad Incidence Data
To paraphrase Ben Franklin, taxes are one of the few certainties in life. Between January 23rd and April 18th of this year, millions of Americans did their civic duty - and accountant / tax prep services hit the airwaves, looking to influence where consumers placed their trust and their dollars to file their taxes.
Katz conducted an "audit" of radio and television data in Media Monitors to see how accountant / tax prep services were advertising this tax season. Looking at ad instance data from January 19th through April 18th, 80% of accounting / tax prep services that advertised this season relied on radio's mass reach and influence to engage with prospective filers. 6 in 10 advertised on radio alone, while 20% were active on both radio and television.
Click gray circle to enlarge chart.
CRUNCHING THE NUMBERS ON THE AIRWAVES
Katz's audit found 269 different accounting, tax prep, and other tax-related services advertising on radio in Media Monitors measured markets during the 2023 tax season. Out of the top 20 advertisers by total spot count, nearly all (19) utilized radio. 4 of them used radio alone, while only 1 was exclusive to TV (broadcast and cable). And of the brands that were active on radio, 13 ran significantly more spots on radio than TV.
Chart is interactive; click gray circle to enlarge.
These tax service brands invest in radio because they are confident it works for them. They take advantage of radio's diverse formats, including Spanish Language, to reach and target consumers in communities across the U.S. And they know radio helps their brand resonate with consumers and increase engagement, both online and at office locations.