In a statement that seeks to demonstrate the positive power of audio to deliver results to advertisers, more than 40 radio stations in the nation’s No. 3 market have signed on to simultaneously air a minute-long interview from a big Chevrolet dealer operator on Tuesday — in afternoon drive.
RBR+TVBR OBSERVATION (Full text below, for Members Only): Radio gets results … but who’s listening? At 4:29pm Tuesday, plenty of people will be listening. But, is the goal to drive traffic to Chevrolet and show ROI to other clients? Is it designed to make GSMs feel better about their jobs? Or, is it targeted to media buyers and planners found along Michigan Avenue — many of whom may not be listening to a radio, making this a total waste of a good-hearted effort?