IFAP annual press coverage for 2004-2005 valued at over £7 million by independent media evaluation agency
Every UK adult given 29 ‘opportunities to see’ IFAP messages
The value of positive media coverage generated by IFA Promotion, the organisation promoting the benefits of independent financial advice, from June 2004 to May 2005, was over £7 million – the highest yet in IFAP’s 16 year history and an increase of almost 60% on the previous year. This independent analysis was carried out by media evaluation agency, Panarc International and clearly demonstrates the value of IFAP’s service to both its member IFAs and sponsors.
The report also reveals that each adult in the UK was given 29 ‘opportunities to see’ IFAP initiatives and core messages. The top messages delivered by IFAP-originated coverage in the period June 2004 to May 2005 were:
-Major mention of IFAs, the need for financial planning and the importance of getting independent financial advice
-How easy it is to find an IFA and the IFAP consumer ‘Find an IFA’ hotline.
-The TaxAction Campaign 2005 outlining the amount of tax we waste individually and as a nation and how an IFA can help –
A total of 2,946 editorial articles were generated across an array of national, regional, trade, online and broadcast media over the period June 2004 to May 2005 – up a third since this time last year. Given the ambivalent attitude to financial services in some areas of the press it is also encouraging to note that nine out of ten (94%) pieces were evaluated as positive.
It is clear that online sites have become an increasingly important media tool, and one that IFAP has embraced, with 339 pieces of coverage generated in the last year, compared to just 38 items in 2003-2004.
David Elms, chief executive of IFA Promotion commented: “Promoting the benefits of independent financial advice and providing a valuable service to our member IFAs is the ultimate goal of everything we do. This report is an integral part of our overall evaluation process. The Panarc report shows some excellent results and clearly demonstrates the result of our continuous efforts to raise the profile and strengthen the voice of our IFA members. Since depolarisation our role has been more important than ever, and we are extremely pleased to be delivering our key messages so effectively.”
Elms concluded, “Every year our target is to build on previous successes and deliver increased value to our stakeholders. With the recent launch of our dedicated mortgage IFA site, and our continuously evolving PR programme, we aim to deliver even great value for IFA members over the coming year.”
