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
NuVoodoo Ratings Prospect Study Reveals Broadcast Radio Beats Pandora For Music Satisfaction
CBS Radio Adds To Sports Programming Leadership Team
iHeartRadio Survey: Carrie Underwood Music’s Best Female Role Model
In Brief - August 21, 2014
August 20, 2014
Cox Media Group Tampa Names Dan Mason OM For HOT 101.5, 97X, 102.5 The Bone
Logan Named PD/Morning Host At WNCV/Fort Walton Beach
Jay Towers Promoted To Anchor Of Fox 2 Morning News in Detroit
In Brief - August 20, 2014
August 19, 2014
Greg Ausham Named PD At WNNX/Atlanta
Emmis Communications, Beasley Broadcast Group Deploy Jelli Radio Ad Platform In Major Markets
Cumulus Taps Dan Mandis As PD Of WWTN/Nashville
In Brief - August 19, 2014
August 18, 2014
Republic Records Promotes David "Davey Dee" Ingenloff to VP/Rhythm Crossover Promotion
NAB President/CEO Gordon Smith To Keynote The Conclave
Westwood One Names George King VP/Programming, Network Formats
Cox Media Group Miami Launches The DJ Laz Morning Show on WFLC
Vince Szydlowski Named SVP, Label Sales For Capitol Music Group
In Brief - August 18, 2014
August 15, 2014
eQB NOW
The Week In Review: 8/11-8/15
CCM+E Miami Names Michael "Mud" Gross PD At WBGG-FM
WQHT/New York MD Karlie Hustle Resigns
Townsquare Media Promotes Heather DeLuca to Brand Manger for WSJO/Atlantic City
RAB Report: Radio's Q2 '14 Revenue Performance Down 3%
CMG San Antonio Rebrands 106.7 FM as The Eagle
In Brief - August 15, 2014
Music News
Nickelback Signs With Republic Records
Quick Hits: Nico & Vinz, Sam Smith, Weezer, Ariana Grande, Shelby Lynne, Enrique Iglesias, T.I., Iggy Azalea
Quick Hits: album sales, Taylor Swift, Foo Fighters, Super Bowl halftime show, Gerard Way, Tiesto, Smashing Pumpkins
New Taylor Swift Album Due Out October 27
Quick Hits: Lady Gaga & Tony Bennett, Haim, Fashion Rocks concert, T.I., iTunes Festival, Unlocking the Truth, Leonard Cohen
Colbie Caillat Sets September 30 Street Date
Quick Hits: Coldplay, U2, Christina Aguilera, B.o.B, Wiz Khalifa, Becky G, Bob Seeger
Lil Wayne's Tha Carter V Coming October 28
Quick Hits: Nickelback, Sia, Shindig Music Festival, Def Jam Records, Annie Lennox
The Week In Review: 8/11-8/15
Quick Hits: Taylor Swift, Sam Smith, Meghan Trainor, Primus / Tool, Becky G, John Mellencamp
Guardians Of The Galaxy's Awesome Mix Hits #1
Quick Hits: Nicki Minaj, Death Cab For Cutie, Metro Station, Celine Dion, She & Him, Karen O
Honda Stage Launches at iHeartRadio Theater L.A.
Quick Hits: Kings Of Leon, Daft Punk, Linkin Park's Joe Hahn, Goo Goo Dolls, Bob Weir & RatDog
FMQB NOW

Sean Demery, PD
WYMS/Milwaukee

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!