The Southern California Broadcasters Association and Nielsen have released a new study of vehicle buyers in Los Angeles and San Diego. The two companies are promoting the study hoping to arm radio sellers with more data and help them close more sales. It includes those in the market to purchase a vehicle and those undecided, and details how radio reaches those consumers better than television.
The SCBA says the Automotive Path to Purchase Study “showcases critical new findings about the value of AM/FM radio in Southern California for the automotive industry. You can read both the L.A. and San Diego presentations HERE, and what follows are highlights the SCBA pulled from the study…
– Radio’s weekly reach of automotive buyers, 94% in L.A. and 93% in San Diego, is the greatest of all major media in Southern California.
– Radio delivers 1.8 million people who plan to buy a new auto in L.A. within the next year. This represents $52 billion in planned new auto purchases.
– In San Diego, radio delivers 206,500 consumers who plan to buy a new auto in the next 12 months. That represents $5.9 billion in planned new auto purchases.
Here is a chart from the L.A. presentation detailing radio’s weekly reach.
SCBA President Thom Callahan said, “This study provides compelling new information about broadcast radio’s unparalleled ability to reach and motivate auto buyers. Armed with these important new findings, we recommend that all our automotive clients and agencies make AM/FM radio a much larger part of their media plans going forward. We understand the highly competitive nature of today’s auto industry and, now more than ever, auto advertisers should use broadcast radio to make a greater impact with auto buyers in Southern California.”
Nielsen Managing Director Brad Kelly said the study helps showcase radio’s strength at driving car-buying behavior in the nation’s biggest automotive and media market. “This groundbreaking study provides concrete evidence of broadcast radio’s ability to reach and motivate millions of auto buyers in Los Angeles and San Diego.”
While always delighted about good Radio news…I am always puzzled that the researchers always find this a revelation. Radio’s impact on social buyers has always been true. It has been proven over and over and over. But for some reason, it is always a revelation. It’s actually really old news. So, let’s raise the rates.