The Utah Broadcasters Association, in collaboration with Salt Lake City TV and radio broadcasters, worked to showcase the power of local advertising. In a very competitive auto market, the Ken Garff Auto Group needed to engage buyers across the entire sales funnel and select an ad strategy that would most effectively reach its consumer segment.

To gauge effectiveness, Ken Garff used Nielsen Campaign Effect to measure whether car buyers and leasers who tuned in to a Ken Garff ad on TV or the radio were more engaged than consumers who had not heard or seen the ad.