Media Audit Study Shows Car Buyers Are Heavy Radio Users
August 9, 2006 at 6:13 AM (PT)
Another study by THE MEDIA AUDIT says that over 1 in 5 planned auto purchasers are heavy radio users. Radio had the highest proportion of that group of all media.
"Radio stations and the amount of time consumers spend with each of the other media are a reflection of a person's lifestyle," said THE MEDIA AUDIT Head of Research and Chairman JIM HIGGINBOTHAM. "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."