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
Entercom Sacramento Names Lance Richard VP/Market Manager
The Week In Review: 4/13-4/17
Albie Dee Named Program Director of WOCQ/Ocean City-Salisbury
FCC Chairman Tom Wheeler Announces Staff Changes
Warner Bros. Records Bolsters Brand Partnerships & Creative Synch Licensing Team
In Brief - April 17, 2015
April 16, 2015
Sean Shannon Named VP/Market Manager For Cumulus Atlanta
Sara Morris Joins iHeartMedia's Government Affairs Team
TuneCore Combines Forces With Believe Digital
Spotify Launches Playlist Targeting For Brands
AudioHQ & TuneIn Announce Exclusive In-Stream Audio Ad Sales Partnership
In Brief - April 16, 2015
April 15, 2015
UMG And Class Action Attorneys Propose Settlement Agreement On Digital Download Royalties
WMTX/Tampa Names Randi West Program Director
John Boyle Appointed PD At WSJZ/Melbourne
Marketron's Mediascape Platform Expands With Launch Of Mediascape Orders 360
In Brief - April 15, 2015
April 14, 2015
Rick Vaughn Joins Cumulus Salt Lake City As PD Of KBER & KHTB
Salem Communications Expands Partnership With Clip Interactive
CÜR Media Names JP Lespinasse Chief Marketing Officer
2015 NAB Crystal Radio Award Winners Announced
In Brief - April 14, 2015
April 13, 2015
CBS RADIO President/CEO Dan Mason Announces Retirement
The Week In Review: 4/6-4/10
Andre J. Fernandez Named President Of CBS RADIO
Def Jam Recordings Names Faisel Durrani EVP/GM
Music News
Green Day, Ringo & More Inducted Into The Rock Hall Of Fame
Quick Hits: Giorgio Moroder / Britney Spears, Green Day, Black Sabbath, Deftones & Incubus
Quick Hits: Black Sabbath & Bill Ward, Converse Rubber Tracks Live festival, Summer Set Music & Camping Festival, Sia, Josh Groban
Thanks To Wiz Khalifa Hit, Furious 7 Soundtrack Hits #1
Quick Hits: Iggy Azalea, Glastonbury, Florence + The Machine, Summerfest, Hinder
Drake Plans Summer Jungle Tour
Quick Hits: One Direction, Jack White, Billboard Music Awards, 10 Years, Loudwire Music Festival, Pete Townshend & Eddie Vedder, Percy Sledge
Mariah Carey's Epic Deal Is Official
Quick Hits: Shinedown, Mumford & Sons, Justin Timberlake, Sublime With Rome, David Letterman musical guests, Mayhem Festival
Mumford & Sons Explain Sonic Change
Quick Hits: The Grateful Dead, AC/DC, Blur
Miley Cyrus To Induct Joan Jett at Rock Hall
Quick Hits: Mumford & Sons, Black Sabbath, Tyler, the Creator
Wale's Seinfeld-Inspired Album About Nothing Debuts At #1
Quick Hits: Quebec City Summer Festival, Death Cab For Cutie, Mariah Carey, Vans Warped Tour
FMQB NOW

Skywalker, APD
WSPK (K104)
Hudson Valley

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!