LeadsRX/iHeartMedia Attribution Study Promotes Radio For Increasing Car Sales

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LEADSRX and IHEARTMEDIA have released a new study on marketing attribution for the automotive industry, with the companies saying that the research showed radio being effective in driving business to car dealerships.

The study, released TODAY (11/19) at the AUTOMOTIVE ANALYTICS & ATTRIBUTION SUMMIT, followed spots for 300 automotive advertisers and almost 2 million commercials over 17 months to conclude that radio provided a 17% list in web traffic to automotive advertisers, with the response happening within 10 minutes of hearing a radio commercial. The companies advise auto clients to advertise on radio seven days a week, for which advertisers saw over 90% greater results than for 3-4 days per week, and note that web traffic response is two times greater in the 6a-7p time frame. The best results, the study claims, come from using spots of varying lengths; reach and frequency, the standbys for radio advertising, matter for automotive ads as well, with a 10 spots per day schedule increasing web traffic response two times over. In addition, the study asserts that radio generates response from new customers, and that endorsement ads double the response.

“The iHEARTMEDIA/LEADSRX study provides a great deal of insight and helps automotive advertisers to get the quantifiable results they need to develop the most effective advertising strategy,” said iHEARTMEDIA EVP of Automotive Business Development and Partnerships JOHN KARPINSKI. “Importantly, the use of attribution upended several commonly held industry misconceptions as to what makes for a successful advertising campaign. We are now fully committed to marketing attribution to drive 100 percent of our automotive advertising business.”

“iHEARTMEDIA is taking a leadership role in the broadcast industry by leveraging marketing attribution in strategic-level discussions with its advertisers,” said LEADSRX CEO AJ BROWN. “The goal of any attribution study is to demonstrate how to make campaigns more effective and this study confirms that advanced attribution helps automotive businesses to plan, measure and evaluate their advertising.”
 
Download the “Five Secrets for Automotive Advertisers” study at leadsrx.com/automotive-study.

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