Radio is determined to keep its share of the DASH and the Southern California Broadcasters Association will be hosting two Auto Research Meetings for Southern California auto dealers, regional factory reps, ad agencies, and the press in February. The meetings will showcase the recent automotive consumer research study conducted by Nielsen Audio entitled, “The Real Value of Southern California Radio to the Auto Industry.” The meetings will be held in San Diego on Wednesday, February 6, and in Los Angeles on Wednesday, February 20.
“The Real Value of Southern California Radio to the Auto Industry” reveals new information about today’s vehicle buyers that provides direct attribution between radio advertising and vehicle purchase, and key attributes consumers want from dealers. The research was conducted from in-depth interviews with 900 Southern California consumers.
“It is widely predicted that 2019 will be a challenging year for the auto industry and auto clients are facing significant headwinds for their business,” said Thom Callahan, SCBA President. “The need to reallocate more ad budgets to broadcast radio will become apparent after viewing and understanding this auto consumer research study.”
This is the second such study and both involved interviews of auto consumers in Southern California. The previous study, “The Local Path to Automotive Purchase,” provided direct comparisons of various media and consumer preferences when vehicle shopping.
Taken together, the SCBA/Nielsen research studies provide conclusive evidence of the power and importance radio advertising has on today’s vehicle shoppers.
