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
eQB NOW
The Week In Review: 1/26-1/30
Emmis-St. Louis Launches NOW96.3
Red Bull Records Partners With Sony Music For Worldwide Distribution
In Brief - January 30, 2015
January 29, 2015
Jim Lawson Expands Duties With iHeartMedia
Republic Records Promotes Brett Alperowitz To SVP/A&R, Casablanca Records
Univision Extends Contract Of President, CEO Randy Falco
In Brief - January 29, 2015
January 28, 2015
XAPPmedia, jâcapps Announce Partnership
Westwood One Ups Paul O’Malley To SVP Strategic Sales Partnerships
Entercom Rochester Promotes Emily Wild to Music Director/PM Drive At WPXY
SoundExchange Wraps Record-Setting Year With $773 Million In Payments To Recording Artists, Record Labels
WRWM-FM Introduces New Classic Hip Hop In Indianapolis
Sunday Night Slow Jams Heads to San Antonio, Cyprus and 12 New Affiliates
In Brief - January 28, 2015
January 27, 2015
Triton Digital, eXelate Develop First Streaming Audio Data Management Platform
SiriusXM Announces Sports And Entertainment Programming For Super Bowl Week
XL106.7/Orlando's Johnny Magic Gets His Revenge
In Brief - Jaunary 27, 2015
January 26, 2015
Joe Clair Returns To WPGC For Mornings
CBS Sports Radio To Broadcast Nearly 50 Hours Of Super Bowl Coverage
In Brief - January 26, 2015
January 23, 2015
eQB NOW
The Week In Review: 1/19-1/23
Music News
Katy Perry Has Big Plans For Super Bowl Halftime Show
The Week In Review: 1/26/-1/30
Quick Hits: Suge Knight, Jimmy Kimmel Live, Shakira, Passion Pit
More Artists Added to Grammy Week Celebrations
Quick Hits: Lil Wayne, Kanye West, Adam Lambert, Loudwire Music Festival, Ringo Starr, Brian Wilson
Fall Out Boy Earns Third Chart-Topper
Quick Hits: Lady Gaga & Tony Bennett, Blink-182, Juno Awards / MAGIC!, Airbourne
Barker, Hoppus Talk Status Of Blink-182
Quick Hits: Sam Smith / Tom Petty, Chris Brown, John Legend & Common, Forecastle Festival
Slipknot Prepares For Summer's Last Stand
ThinkSay Records Signs Recording Artist Matt White
Quick Hits: Blink-182, Faith No More, Death Cab For Cutie, U2, Jason Mraz, AWOLNATION
Paramore Announce Spring Theater "Events"
The Week In Review: 1/19/-1/23
Quick Hits: Kanye West, The Black Keys, Rush, Nick Jonas
FMQB NOW

Jacent Jackson, PD
KITS/San Francisco

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!