SCBA/Nielsen Study Looks At Radio's Influence On Auto Sales

Study

The SOUTHERN CALIFORNIA BROADCASTERS ASSOCIATION has commissioned NIELSEN AUDIO for another research study, this one on “The Real Value of SOUTHERN CALIFORNIA Radio to the Automotive Industry.”  The study, the second in fifteen months for the SCBA and NIELSEN, surveyed 900 radio users to show how radio influences auto purchases in the market.

“This research study will change minds, hearts, and budgets for broadcast radio”, said SCBA President THOM CALLAHAN. “Radio is not getting the share of automotive budgets it so richly deserves, and this new automotive study not only raises the inherent value of radio, it decisively proves that radio drives dealer website and search engine investigation by potential auto buyers.  Our great partnership with NIELSEN AUDIO has produced another compelling set of reasons for broadcast radio’s true strength”.

"In NIELSEN's second year of partnership in this important study, data shows that broadcast radio drives interest and research, improves consumer perception and increases brand awareness, delivering consumers to auto dealers and driving purchases,” said NIELSEN AUDIO Managing Director BRAD KELLY.   “The car culture of SOUTHERN CALIFORNIA is the perfect proving ground for radio's far-reaching influence on one of the biggest purchases a consumer will make over the course of their lifetime."

Find the full study can be found at www.scba.com.

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