Southern California Broadcasters Association Issues White Paper On Auto Industry

Auto Analysis

The SOUTHERN CALIFORNIA BROADCASTERS ASSOCIATION's latest White Paper Report takes a look at the automotive industry's challenging outlook for 2019.  “Automotive Overview for 2019” describes the disruption in the auto industry and tries to make a case for auto companies to change its focus from non-radio digital platforms back to broadcast radio, pointing to flat auto sales over the past four years as evidence that other media are not selling cars the way radio can.

“Based on factual research, it is our view that broadcast radio is the under rated and undervalued workhorse for the auto industry,” said SCBA President THOM CALLAHAN. “Not only will 23% of auto buyers visit a dealership after hearing a radio ad, but 1 in 1o will actually buy a vehicle after hearing a dealer radio ad.  That is direct attribution!.... The auto industry must reevaluate its dependence on digital since increased digital ad spending has not delivered increased retail sales. Spending 63% of automotive ad budgets with digital is not sustainable.”
 
See the report at www.scba.com.

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