Insite | The Unaided Brand Awarness Factor

A new study underscores how long-term AM/FM radio advertising has propelled St. Cloud, MN law firm Bradshaw & Bryant to the top of consumer awareness in its market. Commissioned by Cumulus Media | Westwood One Audio Active Group and conducted by Quantilope in May 2025, the research surveyed 120 consumers in the St. Cloud DMA.

Findings show Bradshaw & Bryant dominates unaided brand awareness, with 28% of respondents naming the firm without prompting — more than double its nearest competitor.

Bradshaw & Bryant’s approach has focused on brand-building over short-term promotions. Nearly 70% of the firm’s media budget is allocated to AM/FM radio, with ads featuring Managing Partner Michael Bryant’s storytelling, voice, and the memorable jingle, “Justice for the injured…Bradshaw & Bryant!”

The study found that among AM/FM radio listeners, awareness of the firm is 19% higher than the market overall. Across the consumer journey-awareness, ad recall, favorability, consideration, and purchase intent-Bradshaw & Bryant leads all competitors.

Industry analysts say the results serve as a lesson for national advertisers. While Madison Avenue increasingly emphasizes short-term return on investment, Bradshaw & Bryant’s consistent local radio strategy demonstrates the long-term impact of “being known before you’re needed.” Read the entire blog post here.