Westwood One's Bouvard: Radio Drives Results For Utah Auto Dealer
March 23, 2016 at 12:36 PM (PT)
WESTWOOD Chief Marketing Officer PIERRE BOUVARD's latest blog concerns a UTAH BROADCASTERS ASSOCIATION-commissioned NIELSEN study of a six-week radio and TV campaign by KEN GARFF AUTOMOTIVE, a top SALT LAKE CITY auto dealer. The study found that radio boosts ad recall, efficiency, and purchase consideration for auto dealers.
Here are the report's six key findings:
1. Radio’s ad recall (36%) was nearly as strong as television (39%), despite the fact that twice as much money was spent in TV.
2. Digital and print ad recall were minimal (PC: 9%; newspapers: 9%; smartphone/tablet: 4%; magazines: 3%).
3. Radio is the TV accelerator: purchase consideration increases significantly when consumers were exposed to both TV and radio ads.
4. Radio and TV boost all stages of the auto purchase funnel.
5. Radio ads earned the highest consumer association for being the most informative and believable.
6. Radio’s “cost per awareness” is nearly two times as efficient as television.