Small business owners work hard to build their businesses, but keeping things running day-to-day can make it challenging to plan for the long-term. MassMutual wants to help business owners protect, grow and transition the business they’ve done so much to create.

To share this message with the NPR audience, MassMutual partnered with NPM Creative to produce custom Spotlight Mid-rolls featuring director Brian Trzcinski, a Certified Exit Planning Advisor. Brian shares how MassMutual financial professionals can help business owners balance the needs of today and tomorrow, including planning for a comfortable retirement. 

Spotlight Mid-rolls

Helping business owners keep their eye on the future

Taking steps for a comfortable retirement

Working towards financial stability for future generations

Planning for retirement, and the future of your business

Performance Highlights

The MassMutual campaign drove significant lift in brand favorability, awareness and intent — all at an efficient spend. MassMutual’s custom audio in particular was effective at driving conversions.

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lift in intent among business decision makers at companies with 250 employees or less¹


lift in brand awareness¹


higher conversion rate than standard mid-rolls²


lower cost per visitor than finance industry benchmark²

1) Veritonic Brand Lift Study, April 2023; 2) Spotify Ad Analytics, April 2023