Many radio formats deliver planned foreign car purchasers, too
While planned domestic vehicle purchasers are more heavily exposed to radio than any other media (8/10/06 RBR #155), many radio formats are particularly strong in delivering planned foreign car purchasers. These are some of the findings from The Media Audit/Ipsos study of the media habits of 17,185 planned vehicle purchasers.
"Radio has a great story for foreign automobile dealers." says Bob Jordan, President of The Media Audit. "Planned foreign vehicle purchasers listen to a cross section of radio formats. For example, 6.5% of the adult population plans to buy a foreign vehicle during the next year. Of these planned purchasers, 16.9% listen to News/Talk, 16.3% listen to Dance CHR, 15.8% listen to public stations with NPR programming and 14.9% listen to CHR. Radio's story for delivering people planning to buy foreign vehicles becomes even more significant when you compare it to the auto section of a daily newspaper. More planned foreign car purchasers listen to each of the top four radio formats than read the auto sections of a daily newspaper on a regular basis."
"For car dealers, radio has an advantage over mass media." noted Jim Higginbotham, Chairman and head of research at The Media Audit. "The unique strength of radio is its ability to target very specific audiences. Cars and radio formats match up with specific lifestyles. Thus dealers can target those radio stations whose audiences will be the most receptive to their message, This can't be done with television and daily newspapers. As noted in the chart, Acura automobile owners tend to listen to R&B, All News and Dance CHR stations. Kia automobile owners tend to listen to 80's Hits, Contemporary Christian and Smooth Jazz."
