Want To Influence Shoppers? Use Radio
June 28, 2010 at 4:53 AM (PT)
There's great news for radio sales departments from a NIELSEN-funded COUNCIL FOR RESEARCH EXCELLENCE study. The study, "Video Consumer Mapping" was conducted by BALL STATE UNIVERSITY, and found radio -- not TV or the internet -- is the best medium to influence consumers in the minutes prior to shopping.
The study found that nearly two-thirds of consumers listen to radio just prior to shopping. That's significantly ahead of TV, which used by about half of consumers just prior to heading out to shop.
62% of shoppers said they were listening to the radio an average of 14 minutes just prior to shopping.
Highlights from the study:
* 62% of shoppers said they were listening to the radio an average of 14 minutes just prior to shopping
* 90% of shoppers were in their cars an average of 5 minutes and 40 seconds before shopping.
* Only 48% of shoppers viewed TV -- and 36% were exposed to a TV commercial -- in the 42 minutes prior to shopping
[Is this the kind of information your sales department can use to sell your station? Share your thoughts about this survey below.]