The closer listeners get to purchasing or leasing a vehicle, the more important a part radio advertising plays—so says a new RAB study. Radio also plays a dominant role, whether people are considering a vehicle purchase, or spending time in a vehicle. And radio is a top “must-have” for automotive buyers of every age. These are just some of the key findings stemming from a new RAB service to help radio stations sell locally and highlight the buying power of radio listeners coast to coast.
Developed in partnership with Presslaff Interactive Revenue, and offered as a membership perk, Finding Consumer Trends (F.C.T) Reports are turnkey online surveys of a station’s audience that provide salable insights and qualified leads on purchase interests in top advertising categories.
“We were excited to launch this initiative for our members,” says Erica Farber, RAB President and CEO. “The number of responses demonstrates the engagement radio has with its listeners. The information gleaned from this survey on Automotive proves radio’s role within brand consideration and purchase.”
The first F.C.T Report survey was conducted from 3/12 to 4/2 and attracted over 28,000 respondents aged 18+. Respondents were asked about vehicle and brand preferences along with advertising and dealership influencers. Of those respondents surveyed, 44% currently own a vehicle that is over 8 years old and nearly one in three (32%) of the total respondents will be in the market to purchase/lease a vehicle within the next year.
From the report:
Vehicle cost and gas mileage are the top two items respondents chose as important in their vehicle selection. Interestingly enough, given the price of gas, SUVs top the list of type of vehicles for consideration, followed by sedans. And Chevy, Ford and Toyota topped the charts as the three brands most considered for purchase or lease.
When it comes to in-dash options and entertainment while driving, radio ranks #1. Among all age groups, AM/FM radio was the top “must-have” in any new vehicle they may buy/lease. Radio listening also dominated all other entertainment options for respondents while driving.
So what medium has the greatest influence when it comes to which dealership they’ll visit? Radio advertising was the top medium to influence their selection. Website ads and TV/cable ads were noted as second and third influences.
“RAB member stations now have a wealth of information they can use to engage dealerships and services shops. With responses from over 28,000 radio listeners from coast to coast, we have uncovered everything from automotive brand preferences to buying intentions to their listening habits while driving,” said Ruth Presslaff, President, Presslaff of Interactive Revenue. “This is compelling information that will be beneficial for all radio sales, within and well beyond the automotive category.”
RBR-TVBR observation: This is the kind of thing RAB used to do more of—research AEs can take with them when calling on clients. Helping move product should be priority one. It’s good to see more of it and RBR-TVBR has plenty as well housed within in our Media Information Bureau.
