Report: Driving Radio's Value With U.S. Auto Buyers
July 17, 2014
Untitled Document

To correlate auto purchase behavior with radio listening trends, the test relied on Nielsen’s Local Insights service to combine portable people meter (PPM) results in the nation’s three largest radio markets (New York, Los Angeles and Chicago) with insights from Polk automotive data, which tracks ownership history for more than 600 million vehicles nationwide.

By connecting these various datasets, the results highlighted the uniqueness of each local market, the importance that radio formats have in reaching specific listeners and vehicle preference based on the type of radio listeners prefer.

“One of radio’s great strengths is its ability to impact consumers in unique ways on a market-by-market basis, which isn’t easily copied from one local market to the next,” said Farshad Family, SVP, Local Product Media Leadership. “Formats really make a difference in reaching certain auto buyers in different markets, and this test proves the importance of being able to use specific, granular radio data to explore those connections for both broadcasters and marketers.”

The test revealed that every market is unique. Radio’s local connection to listeners across the country shapes how the medium serves each market. And just as traffic patterns are vastly different in Chicago from those in Los Angeles, the radio landscape is just as varied. So in that regard, it’s no surprise to see that roadster buyers (e.g., those in the market for an Audi TT, BMW Z4 or Porsche Boxster) don’t all favor the same format. Based on the index of radio-listening roadster buyers in Chicago and L.A., the News, Talk and Information format leads the way in both markets when it comes to the likeliness of reaching those consumers, but the similarities end there.

The results also revealed that connecting data on what consumers listen to with what they buy can help advertisers identify the right mix of radio formats for the type of vehicle they’re marketing. In Los Angeles, the basic luxury category (e.g., the Acura ILX, Infiniti G37 or Volkswagen CC) is important to many kinds of stations and automakers. And buyers in that category have a unique set of tastes for radio listening, which ranges from spoken word and information programming to religious programming to country music. Agencies, advertisers and broadcasters can all use these insights to be better informed about finding just the right mix of formats for reaching basic luxury buyers on the radio.

You can check out the full report here: http://www.nielsen.com/us/en/insights/news/2014/driving-radios-value-with-us-auto-buyers.html




 
Breaking News
CMG Orlando Names Dawn Campbell New Director Of Branding/Programming For WCFB-FM
CBS Radio Las Vegas Launches 98.5 (HD-2) Da Shaka Vegas' Island & Reggae Station
Cumulus Promotes Jessica Poxson To APD At WDRQ (NASH FM 93.1)/Detroit
iHeartMedia Names Ryan Petrosso SVP/Sales For Charlotte
FCC Commissioners Clyburn and Pai To Address 2016 Radio Show
August 24, 2016
Amber Bouchard Joins WRFF (Radio 104.5)/Philadelphia As APD
Songs of Hope XII To Honor Pharrell with Clive Davis "Legend In Songwriter Award"
Benztown Named to Inc. 5000 for 4th Consecutive Year
August 24, 2016
Matt Bosso Named APD/MD At WODS/Boston
Sterling Simms Named UMPG Director of Creative
MIW Radio Group Names Beth Neuhoff The 2016 MIW Trailblazer
In Brief - August 23, 2016
August 22, 2016
Nielsen Audio Finds Los Angeles Metro Irregularities
iHeartMedia Salisbury-Ocean City, MD Names Dave Hovel SVP/Programming
Images from the 2016 iHeartMedia Music Summit
'Wake Up Call' Radio Host Welcomes Baby Boy
August 22, 2016
Jeff Smulyan Proposes to Take Emmis Private
WRVW (107.5 The River)/Nashville To Host Rooftop Pool Party With Demi Lovato & Nick Jonas
iHeartMedia Names Ryan McKiddy APD/MD At WSIX/Nashville
August 18, 2016
iHeartMedia Elevates Michael Preacher & Dave Carwile In North East Division
Bill Kelly To Join Cumulus Media As VP/Market Manager For Youngstown
iHeartRadio Surpasses 90 Million Registered Users
Three Broadcasting Execs Appointed to the Conclave Board of Directors
August 17, 2016
MSG Company Acquires 12% Stake in Townsquare Media
Music News
Ariana Grande & Nicki Minaj to Perform at MTV VMAs
Quick Hits: Britney Spears, Calvin Harris, Kings Of Leon, Prince, R.E.M, Lorde
Pandora Partners With Questlove
Quick Hits: MTV VMAs / DJ Khaled / Lukas Graham, ASAP Ferg
Quick Hits: Justin Timberlake / Trolls soundtrack, Metallica, Jimmy Eat World, Big Boi & Killer Mike, Empire of the Sun
Second Frank Ocean Release Arrives Over the Weekend
Quick Hits: Billboard 200, Bridge School Benefit, Lou Pearlman, Future, 3 Doors Down, Kings of Leon
Frank Ocean Releases "Visual Album" Endless
Lars Ulrich Talks New Metallica Record
Strange Days Indeed: An Interview with Garbage’s Shirley Manson
Metallica Announce New Album Hardwired...To Self Destruct
Drake Leads Nominees For BET Hip Hop Awards
Quick Hits: Kanye West, Lil Wayne
Paul McCartney Signs Worldwide Deal With Capitol Records
Lady Gaga Announces New Single, Cast in A Star Is Born
FMQB NOW

          Question Of
           The Week

Advertisement:
Search FMQB.com
Advertisements:
FMQB Member Login
Email:
Pass:

Save
Not a member yet?
Sign up Now!
Sign Up for Breaking News!
Enter FMQB E-Tracking!