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What’s in Your Wallet? My Tax Refund!

February 11, 2016

The IRS reports that U.S. residents received over $306 billion in tax refunds last year. In fact, 73% of tax returns processed yielded a refund. That means that nearly three-quarters of the taxpayers in your market will be walking around with an average of $2,797 in their pockets pretty soon. How do you reach them? RADIO!

According to the National Retail Federation’s annual Tax Returns Survey, Americans plan to spend their tax refunds on a variety of things.

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Nearly half of the Adults 18+ in the U.S. plan to put at least some of their tax refund into savings. Check out how radio performs in these financial categories.

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13% of U.S. Adults 18+ plan to fund a vacation with their tax refund. Each week, radio reaches 92% of households that used a travel agent in the past year. Radio’s reach is even higher in this category with African Americans and Hispanics!

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11% of U.S. Adults 18+ plan to spend tax refunds on a major purchase like a TV, furniture, or car. Radio is a great medium to reach these types of consumers as well.

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Now the fun stuff! 10% of U.S. Adults 18+ plan to splurge on things like dining out, apparel, or a salon/spa visit with their tax refund. Check out how radio once again reaches these target consumers.

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As consumers are coming into extra money, dig into your qualitative data and show advertisers why radio is an ideal medium for a successful advertising campaign this tax season!

-Anne Doyle, Production Manager

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