Cumulus and Westwood One invested in a new study to determine the role disclaimers played in the tier-two automotive category. It’s a category the radio industry would like to see more investment from and Cumulus and Westwood are hopeful the results from the study will lead to exactly that.
According to a new blog post by Westwood One, “The presence of disclaimers in tier two radio ads have caused negative perceptions over creative quality among regional dealer groups. Radio ads with disclaimers are perceived as “uninspiring” and “hard to listen to.” As a result, domestic dealer groups have steered clear of AM/FM radio for their tier two campaigns.”
In partnership with the VERITONIC audio effectiveness platform, Cumulus spearheaded an automotive radio creative test to measure consumer response to tier two ads. Twenty 60-second tier two automotive ads from a diverse group of dealer associations were tested among adults 18+ in the market for a vehicle in the next 12 months. The average disclaimer length was 16.4 seconds. The longest disclaimer was 27 seconds and the shortest disclaimer was 5 seconds. Data was collected from over 873 auto-intenders. The ads were tested for emotional impact and purchase intent.
Cumulus’ objective was to find out whether disclaimers ruin tier two ads therefore preventing those advertisers from using radio as a marketing vehicle as much as they could be. When it comes to tier two, domestic brands only represent 20% of radio ad occurrences, while Asian brands represent 74%.
Here’s what Cumulus and Westwood say they discovered from the study:
– Tier two automotive ads are some of the best testing radio ads in America: Out of VERITONIC’s massive audio test database of 2,330 ads, the tier two automotive ads tested in the top 20%. The 20 tier two auto ads have an average total score of 76, outperforming the tier one auto average of 66 by +15%. If there were any concerns over tier two auto radio creative quality, these findings put those worries to bed.
– It’s OK to speed up the disclaimers: Disclaimer speed is irrelevant. Creative scores were the same for ads with sped up disclaimers and those with normal speed disclaimers. This provides tier two advertisers leeway to speed up the disclaimers to allow more time for offers and branding.
– The closer the consumer is to buying a car, the better the ads performed: This is significant. Auto intenders don’t find tier two ads irritating or “uninspiring.” These ads are useful, informative, and relevant even with disclaimers.
– The more imminent the auto purchase, the better the tier two radio ads tested. The tier two automotive ads tested higher among consumers in the market within the next 6 months as opposed to 6-12 months. Among imminent auto intenders, the overall creative score is +8% higher and +16% more relevant. Most significantly, the purchase intent lift is double among next six month auto-intenders versus those who intend to purchase in 6 to 12 months.
– Female voiceovers tested exceptionally well and should be used more often: Investing in female voices for auto creative is a key to improve creative performance. Some of the highest performing tier two auto ads featured a female voice actor.
The Cumulus/Westwood conclusion from the study: Disclaimers do not ruin tier two radio ads. Katz Media Group CMO Stacey Schulman agrees. “The study debunks long-held myths about the use of disclaimers in audio advertising, offering important insights to enhance connections with in-market consumers. Thanks to this study we can clearly see the huge benefits of marrying effective audio creative with radio.”
Put the disclaimer at the front of the commercial so it sounds like it belongs to the first commercial.
I was formulating a long winded response until I looked at the last few posted. I do think that this was a total waste of someone’s money. If radio wants to lure more advertisers (and it’s plain that automotive is a huge category) they need to invest in C R E A T I V E…just like Ron and Lee said. Invest in better lawyers who will strike down the “protection laws” that create the disclaimers in the first place. Invest in the talent needed to make these spots (and every other spot) sound good. Quit shouting at me. I know how good your cars are (or aren’t). I know you’ve got 0% APR on a low mileage lease. Just tell me what’s going to move me into your showroom. There was a time banks got you in with free toasters. Now they promise to not lose your money. Let radio do what it’s supposed to do. Paint a picture.
Lee (below) says it simply – and in full caps – CREATIVE!
The most effective approach for radio is the emotional approach – indeed, CREATIVE.
No challengeable claims are required.
What is required, however, are the people who can design and deliver the necessary commercial content.
Sped up disclaimers are for crude and unsophisticated weasels – of which there are way too many plying their greasy methods in this business..
The whole thing is ridiculous! The disclaimer offers zero protection other than a half baked legal coverage. We would all be better served with a simple reference to a company website for more information before purchasing. Radio or TV. It sounds and looks just plain dumb.
Those screamer-type car dealer ads are just plain ANNOYING, with or without disclaimers. I don’t care what Cumulus’ research says…whenever I hear one of those ads, I immediately tune to another station.
If there’s nothing to disclaim, there is no need for a disclaimer. What there is need for is CREATIVE. Great creative can incorporate required information the satisfies full disclosure. Speeding up huge paragraphs of verbiage beyond intelligibility is an irritant and is an obvious method of hiding the meaning. Further, radio stations that allow it are turning off listeners. I have placed millions in radio advertising, have been in the Auto Dealer advertising profession for 40 years. Never once sped up anything. 8 commercials back to back with “light speed” disclaimers is offensive, no matter what the surveys say or how hungry the station is for the business. “Creative is Everything”
It’s so unfair that those pesky consumer protection laws get in the way!
Huge cautionary red light here….”speeding up” disclaimers, and any disclaimers where the listener cannot understand what is being said, can subject the automotive advertiser to major trouble with the FTC, including major fines (seven+figures). The FTC considers behavior like incomprehensible legal on the radio, or disclaimers in print ads that have very small font, as ways that the automotive advertiser is trying to hide facts from the consumer. Chances are that the advertised won’t get “caught” doing this, but IF the FTC for whatever reason singles out an advertiser for this behavior, it spells big big legal trouble including major fines and a long term probationary period.
No mention of TV’s fast small print?