STUDY: RADIO ADS DRIVE DOMESTIC AUTO SALES FMQB A new study conducted by The Media Audit, along with its research partner Ipsos, has shown that domestic auto makers may be more effective in stimulating sales if they increased their advertising on the radio. The study of 17,395 adults planning to buy a vehicle in the next year showed that better than 1 in 5 of them are heavy radio listeners. The Media Audit also found that heavy radio listeners are skewed towards domestic vehicle purchases while heavy Internet users are skewed towards foreign vehicles. The chart below illustrates that of all the major media, radio had the highest proportion of planned vehicle purchasers.
"Advertisers are facing an ever-increasing number of investment alternatives," commented Media Audit President Bob Jordan. "In this increasingly competitive advertising environment, radio really shows up well when compared with other media. Clear Channel and the Next Generation Committee were very perceptive when they included the requirement for multi-media measurements in the RFP for a new electronic ratings service. The Media Audit/Ipsos proposal for electronic measurement includes not only radio but also broadcast television, cable television, print, outdoor as well as internet streaming."
Jim Higginbotham, head of research and Chairman of The Media Audit, added, "Radio stations and the amount of time consumers spend with each of the other media are a reflection of a person's lifestyle. So too, automotive preference is a reflection of a lifestyle. Thus it is not surprising that there is a correlation between media consumption and product consumption. There's a definite media skew for advertisers to consider. In the auto category, heavy radio listeners are skewed towards domestic vehicle purchases while heavy internet users are skewed towards foreign vehicles purchases." |
