SCBA Presents Nielsen Audio Study On Auto Advertising

Auto Advertising Get-Togethers

The SOUTHERN CALIFORNIA BROADCASTERS ASSOCIATION (SCBA) will host two Auto Research Meetings, showcasing the NIELSEN AUDIO study, “The Real Value of SOUTHERN CALIFORNIA Radio to the Auto Industry,” for SOUTHERN CALIFORNIA auto dealers, regional factory reps, ad agencies and the press on WEDNESDAY, FEBRUARY 6th in SAN DIEGO and WEDNESDAY, FEBRUARY 20th in LOS ANGELES.

The study, a joint project of the SCBA and NIELSEN AUDIO, reveals new information about today’s vehicle buyers that provides direct attribution between Radio advertising and vehicle purchase and key attributes consumers want from dealers. 

“It is widely predicted that 2019 will be a challenging year for the auto industry and auto clients are facing significant headwinds for their business,” SCBA Pres. THOM CALLAHAN said. "The need to reallocate more ad budgets to Broadcast Radio will become apparent after viewing and understanding this auto consumer research study.”

This research project follows the previous study, “The Local Path to Automotive Purchase,” provided direct comparisons of various media and consumer preferences when vehicle shopping.
Taken together, the SCBA/NIELSEN research studies provide evidence of the power and importance radio advertising has on today’s vehicle shoppers.

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