Which Media Platform Makes The Most Sense For Law Firms? Two New Studies Prove AM/FM Radio Has A Major Advantage
Two brand new studies, one for a personal injury law firm and one for a family law firm, shed new light on the importance of advertising to build awareness and consideration for local law firms.
Both brand studies were conducted by MARU/Matchbox. The personal injury law firm study was conducted in May 2021 among 505 total respondents in a local market. The family law firm study was conducted in June and July 2021 across 66 DMAs with 932 respondents.
Most consumers cannot associate a law firm with key brand perceptions
In the local market study of personal injury law firms, 15 different brand perceptions statements were measured among consumers. Respondents had to indicate the law firm that came to mind for statements such as, “No cost until they win your case,” “Got your back,” and “Has extensive experiences with personal injury cases.”
The number one response for all fifteen statements was, “Don’t know.” It is hard to build brand perceptions. This is why law firms need to continually create awareness and knowledge through advertising.
Half of those surveyed nationally were unable to name one family law firm when asked, “When you think of family law firms, what law firms come to mind?”
Unaided awareness is the most important brand equity measure to build. It is also the most expensive and time consuming to achieve. However, it is crucial in order to “be known before you’re needed.”
The age profile of those in the market for legal services aligns well with AM/FM radio and skews much younger than TV
Consumers were asked if they were injured in a car accident, how likely they would be to hire a personal injury law firm. Those who said they would “definitely likely” hire a personal injury law firm skewed 18-49.
In the national study for the family law firm, married men 35-64 were asked, “In the next 12 months, how likely do you think you will need legal services from a family law firm/attorney?” Of those who responded they were likely to need legal services from a family law firm/attorney in the next 12 months, over half were 35-44.
Nielsen: AM/FM radio outreaches TV among younger demographics likely to hire an attorney
Since those who are in the market for legal services lean younger, it is not surprising that older skewing TV viewers are less likely to be in market.
Versus TV viewers, AM/FM radio listeners are two and half times more likely to be in market for family law services. Similarly, AM/FM radio listeners are +33% more likely to have hired a personal injury law firm compared to TV viewers.
Heavy AM/FM radio listeners are also +20% more likely than heavy TV viewers to hire a personal injury law firm in the future.
AM/FM radio works: The personal injury law firm campaign drove significant brand equity
The personal injury law firm utilized AM/FM radio to effectively build their business. As their MARU/Matchbox brand scorecard reveals, every measure of brand equity was significantly stronger among heavy AM/FM radio listeners versus the overall marketplace.
Heavy AM/FM radio listeners have a much greater opportunity to hear the personal injury law firm’s AM/FM radio campaign. As such, the firm’s awareness, consideration, brand perceptions, and advertising recall are stronger among heavy AM/FM radio listeners.
AM/FM radio works: The family law firm campaign drove strong brand equity
The family law firm also effectively used AM/FM radio to build their business. As their MARU/Matchbox brand scorecard reveals, every measure of brand equity was significantly stronger among heavy AM/FM radio listeners versus the overall marketplace.
Key takeaways:
- Most consumers cannot associate a law firm with key brand perceptions
- The age profile of those in the market for legal services aligns well with AM/FM radio and skews much younger than TV
- Nielsen: AM/FM radio outreaches TV among younger demographics likely to hire an attorney
- AM/FM radio works: The personal injury law firm campaign and the family law firm campaign drove significant brand equity