Katz Radio Group’s latest brand lift study found that a localized over-the-air radio campaign strengthened three key areas for a regional bank with national competitors. Following the campaign, recall of the bank’s radio advertising among consumers rose from 17% to 44%. This case study is the latest in a series of Katz Radio Group brand lift research published this year, following similar studies on an auto insurance advertiser in April and an eye care brand in May. In May 2024, a separate Katz study found that radio ad exposure drove a 20% average increase in listeners considering opening a bank account, with 64% saying the ads spurred them to learn more about a bank or consider opening an account. About 80% of listeners in that study said it makes sense for financial companies to advertise on radio.