Nielsen Study Connects Auto Ownership With Listening Habits
July 16, 2014 at 10:37 AM (PT)
NIELSEN conducted a study through its Local Insights service to connect what consumers listen to on the radio with what they buy at the auto dealer. The report combined PPM results in the nation’s three largest radio markets (NEW YORK, LOS ANGELES and CHICAGO) with insights from POLK automotive data, which tracks ownership history for more than 600 million vehicles nationwide. Connecting the various datasets revealed the uniqueness of each local market, the importance that radio formats have in reaching specific listeners and vehicle preference based on the type of radio listeners prefer.
“One of radio’s great strengths is its ability to impact consumers in unique ways on a market-by-market basis, which isn’t easily copied from one local market to the next,” NIELSEN SVP/Local Product Media Leadership FARSHAD FAMILY said. “Formats really make a difference in reaching certain auto buyers in different markets, and this test proves the importance of being able to use specific, granular radio data to explore those connections for both broadcasters and marketers.”
The test revealed that every market is unique. Radio’s local connection to listeners across the country shapes how the medium serves each market -- and the radio landscape is just as varied. One particular conclusion was that roadster buyers (e.g., those in the market for an AUDI TT, BMW Z4 or PORSCHE BOXSTER) don’t all favor the same format. Radio-listening roadster buyers in CHICAGO and L.A. prefer the News,/Talk and Information formats. In Los Angeles, the basis luxury category (e.g., the ACURA ILX, INFINITI G37 or VOLKSWAGEN CC) is important to many kinds of stations and automakers. In New York, Sports radio scored the best among high-end vehicle buyers, particularly those in the prestige sporty and prestige luxury categories (e.g., the MERCEDES-BENZ S-CLASS, LEXUS LS or BMW 7 series). Among all vehicle types, sports radio enthusiasts are most likely to have purchased prestige sporty, prestige luxury, mid sport or mid luxury vehicles in the past year
Read the entire report here.