Auto Radio Ads Have Greatest Influence Closest To Purchase Finds RAB
May 15, 2013 at 3:54 AM (PT)
Radio plays a dominant role, whether people are considering a vehicle purchase or spending time in a vehicle. The closer listeners get to purchasing or leasing a vehicle, the more important a part radio advertising plays. And radio is a top "must-have" for automotive buyers of every age.
These are just some of the key findings stemming from the RADIO ADVERTISING BUREAU’s new service to help radio stations sell locally and highlight the buying power of radio listeners coast to coast. Developed in partnership with PRESSLAFF INTERACTIVE REVENUE, and offered as a benefit of membership, Finding Consumer Trends (F.C.T) Reports are turn-key online surveys of a station’s audience that provide salable insights and qualified leads on purchase interests in top advertising categories.
"We were excited to launch this initiative for our members," stated RAB Pres./CEO ERICA FARBER. "The number of responses demonstrates the engagement radio has with its listeners. The information gleaned from this survey on Automotive proves radio’s role within brand consideration and purchase."
The first F.C.T Report survey was conducted from MARCH 12th to APRIL 2nd, and attracted over 28,000 respondents aged 18+. Respondents were asked about vehicle and brand preferences along with advertising and dealership influencers. Of those respondents surveyed, 44% currently own a vehicle that is over eight years old and nearly one in three (32%) of the total respondents will be in the market to purchase/lease a vehicle within the next year.
Vehicle cost and gas mileage are the top two items respondents chose as important in their vehicle selection. Interestingly enough, given the price of gas, SUVs top the list of type of vehicles for consideration, followed by sedans. And CHEVY, FORD and TOYOTA topped the charts as the three brands most considered for purchase or lease.
When it comes to in-dash options and entertainment while driving, radio ranks #1. Among all age groups, AM/FM radio was the top "must-have" in any new vehicle they may buy/lease. Radio listening also dominated all other entertainment options for respondents while driving.
So what medium has the greatest influence when it comes to which dealership they’ll visit? Radio advertising was the top medium to influence their selection. Website ads and TV/cable ads were noted as second and third influences.
"RAB member stations now have a wealth of information they can use to engage dealerships and services shops. With responses from over 28,000 radio listeners from coast to coast, we have uncovered everything from automotive brand preferences to buying intentions to their listening habits while driving," stated PRESSLAFF INTERACTIVE REVENUE Pres. RUTH PRESSLAFF. "This is compelling information that will be beneficial for all radio sales, within and well beyond the automotive category."