Media Audit Study Shows Planned Car Buyers Spending Most Media Time With Radio
May 20, 2013 at 4:42 AM (PT)
A study by THE MEDIA AUDIT says that radio is the leading medium for time spent with media by prospective vehicle purchasers, with buyers spending over 20% of their time with radio and 18% with the Internet (besides email). Planned domestic car purchasers spent over 177 minutes a day with radio, 132 minutes with the Internet, and 103 minutes with broadcast TV. The survey interviewed 68,401 adults in 87 markets during 2012.
"Planned vehicle purchasers spend nearly 150 minutes a day listening to the radio," said THE MEDIA AUDIT President BOB JORDAN. "This large amount of listening along with radio's massive reach, makes it the ideal medium for car dealers and manufacturers to tell their story. The internet is a strong number 2 at 125 minutes a day but it should be remembered there is tremendous fragmentation with the web. Consumers can go to dozens and dozens of websites during the day but radio listeners tend to be loyal to a couple of radio stations. On average they listen to about 2.5 radio station during a week."
"The amount of time some people spend with radio may be a driver (pardon the pun) for radio's strength," added JORDAN. "Our research shows that people planning to purchase a vehicle in the next 12 months tend to be more financially optimistic than the general market. 52% of planned vehicle purchasers tend to be more financially optimistic compared to 36% of the general market. And financially optimistic people tend to be heavier radio listeners."