Study: In-Car Visuals + Radio Spots = Success

Drive Time

A MARU/VISION CRITICAL study commissioned by WESTWOOD ONE found that the combination of the in-car visual with the over-the-air radio ad generates a major improvement in advertising recall and impact. The study of consumers with vehicles who have next generation HD Radios technology revealed the impact of a retailer’s visual in the in-car display when synced to the advertiser’s radio ad. Here are the key findings: 

• 68% of Heavy AM/FM radio listeners (those who spend 11+ hours weekly in the car) regularly pay attention to in-car display screens. The more time they spend in the car, the more they pay attention. 
• Two-thirds of heavy AM/FM radio listeners have frequently or occasionally seen the advertiser name or logo on their connected vehicle’s screens.

• About two-thirds of consumers who regularly viewed their in-car display were more likely to recall the retailer’s radio ads.
• 84% of those who recall the retailer’s in-car visuals were more likely to visit the stores. 
• 64% of heavy AM/FM radio listeners who recalled the major retailer’s advertising remembered the specific service featured in the ad.

Check out more on the WESTWOOD ONE blog post.

« see more Net News