Financial
advisors have a high rate of use of Web sites -- but the advertising messaging they remember comes more from TV.
Nearly 60% say sites are their main media source when it comes to work activities
-- versus 12% who point to TV as their main platform for work-related information.
But when it comes to advertising recall, nearly half -- 47% -- of all advisors recall seeing some
advertising for leading asset managers on TV. Some 30% of those advisors recall seeing those financial messages on a Web site. The research comes from Market Strategies International's Cogent
Reports.
Overall, Fidelity Investments tallied the highest results for an individual financial advertiser -- 77% of advisors reported seeing at least one ad by the company in the previous
month.
iShares, at 63%; BlackRock, with 61%; Franklin Templeton, at 60%; MetLife, with 54%; Pacific Life, at 53%, and Vanguard, with 53% also managed to reach a majority of advisors through
advertising during the same period.
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The research didn’t identify whether the individual advertiser recall data came from TV or a Web site.
Top TV networks for advisors: CNBC,
45%; ESPN, 33%; CBS, 31%; NBC, 28%; Fox News, 26%; ABC, 24%; Fox, 20%; Bloomberg, 19%; and CNN, 17%.
Top Web sites for advisors: Yahoo Finance, 21%; Morningstar, 18%; Bloomberg, 16%;
CNBC, 16%; The Wall Street Journal, 15%; MarketWatch, 10%; MSN Money, 10%; and Google Finance, 10%.
The study says over one-third -- 35% -- of advisors who recall seeing an ad report take some
type of action. Cogent Reports conducted an online survey with 400 financial advisors in February and March of this year -- with respondents investment planning/advice business of at least $5
million.