Home Login RADIO ONLINE RSS Facebook
Advertisement

Studies: AM/FM Radio Ideal for Tax Preparation Services


Cumulus Media
Cumulus Media

Two new studies measuring national AM/FM radio campaigns for the recently completed 2022 tax season reveal broadcast radio is the ideal media platform for tax preparation services and generates a significant impact. Compared to heavy TV viewers, heavy AM/FM radio listeners are more likely to use tax preparation services (onsite or online) and spend more than TV viewers. This week's Cumulus Media | Westwood One Audio Active Group blog outlines the key findings.

  • Since AM/FM radio listeners are bigger category users and spend more, AM/FM radio advertising can build stronger awareness, consideration, and sales effect.

  • TurboTax and H&R Block continue to be the dominant players but here come the challengers. Jackson Hewitt, TaxAct, Credit Karma, and Liberty Tax have grown brand equity (awareness, consideration, and ad recall).

  • Audio works for tax preparation services brands. Compared to heavy TV viewers, heavy audio listeners have higher brand familiarity, consideration, ad recall, and are more likely to pay $101+ for tax preparation services.

  • AM/FM radio drove an astonishing +48% site traffic lift for tax preparation services as measured by LeadsRx.

  • Search and site traffic by programming format mirrored media weight. The composition of search and site traffic by AM/FM radio programming format was generally similar to format media allocations. Both Top 40 and News/Talk delivered a greater share of site traffic lift versus their share of impressions.

Advertisement

Latest Radio Stories

CPB Pushes Back on Executive Order to Cut NPR Funding
Corporation for Public Broadcasting (CPB)
Corporation for Public Broadcasting (CPB)
The Corporation for Public Broadcasting (CPB) is challenging the authority of President Donald Trump's executive order that seeks to eliminate federal funding for National Public Radio (NPR) and the Public Broadcasting Service (PBS), asserting that the president has no legal control More

Steel City Media Announces Appointments in Kansas City
Steel City Media
Steel City Media
Steel City Media has announced a trio of leadership appointments in Kansas City. Veteran broadcaster Dale Carter has been named Program Director of Country KBEQ (Q104), adding to his longstanding role as Program Director and morning host at sister KFKF 94.1, where he has More

SBS Returns to 2024 Profitability Despite Concern Warning
Spanish Broadcasting System
Spanish Broadcasting System
Spanish Broadcasting System posted a net income of $1.66 million for the year ended December 31, 2024, rebounding from a net loss of $40.7 million in 2023. The improvement was largely driven by a $43.6 million drop in impairment charges compared to the prior year and a reduction in More
Advertisement

Joe Rogan Holds Top Spot in Q1 2025 U.S. Podcast Rankings
Edison Podcast Metrics
Edison Podcast Metrics
Edison Research has released its latest quarterly report of the Top 50 Podcasts in the U.S., based on reach among weekly podcast listeners aged 13 and older. The Q1 2025 rankings from Edison Podcast Metrics show a familiar lineup at the top, with The Joe Rogan Experience continuing More

Indiana Fever to Air on 93.5 & 107.5 in New Partnership
Indiana Fever
Indiana Fever
The Indiana Fever and Radio One have announced a new broadcast partnership that will bring every Fever game to the airwaves on 93.5 & 107.5 The Fan in Indianapolis throughout the 2025 WNBA season. The deal includes live coverage of all preseason and regular season games, home and away, beginning Saturday, More

Brandi Britain Joins WMMO/Orlando as New Morning Co-Host
Brandi Britain
Brandi Britain
Cox Media Group in Orlando taps Brandi Britain to join Classic Hits 98.9FM WMMO as the station's new morning co-host, beginning Friday. She'll team with current morning host Jay Edwards. Britain previously spent 11 years as a morning talent in Atlanta. "I'm a roller skating and joke-telling radio More

Return to Menu

Advertisement

Subscribe to our Newsletter
Radio news and headlines delivered right to your e-mail box -- and it's free.

Advertisement

Advertisement