As the automobile dashboard continues its transformation into a visual entertainment experience for the driver and passengers, new data shows how boosting radio’s visual elements in-car can lead to ratings growth and a more engaged audience.
Beasley Media Detroit’s 94.7 WCSX is sharing results from this past October, where it saw an 11% Nielsen ratings increase for the month by starting a “Watch and Win” promotion. The station directed listeners to pay attention to their dashboard for a chance to win tickets for shows like the Eagles and Stevie Nicks, where they used Quu’s dashboard display technology as the lone destination to announce giveaway times and what artists to listen for to win.
The messages were sent out via HD Radio and RDS with accompanying special images. This strategy enhanced listener interaction and generated increased excitement within the station, with air talent and WCSX social media pushing in-car listening.
The “Watch & Win” campaign success follows WCSX’s pilot “Aerosmith Watch & Win” promotion, which gave away tickets to Aerosmith’s final Detroit show using the same tactics.
Beasley Media Group Vice President National Content & Director of Programming Scott Jameson said, “This is the first time we’ve used the vehicle dashboard as a TSL tactic. I have no doubt the contesting we’ve done this month, along with the support of Quu, had significant impact. Our goal was to start learning, and we’re pleased to report that per Nielsen data, raw meters increased minute by minute nearly 11%. These results are encouraging.”
The initiative underscores how as automakers and broadcasters expand the role of the dashboard, the mounting importance and benefit of connecting with audiences through innovative content delivery methods is key to competing with other in-car media and expanding revenue.
Has anyone ever given thought to the HAZARD such a thing creates by distracting the driver? The last thing we need is another “app” that prompts a driver to take his or her eyes off the road. In New Jersey, Title 39 of the Annotated Statutes (motor vehicles) has long prohibited the installation of a television set in a motor vehicle so that the driver can see the screen. How is this any different?
Federal and state laws should PROHIBIT dashboard displays that show anything other than the selected radio or satellite station. The computer geeks love to add all these things to the dashboard display, giving no thought to the time when a distracted driver runs a car off the road or into the path of an oncoming semitrailer!
States that require annual or semi-annual safety inspection of vehicles should automatically flunk any car that has such a display.
I agree Phil. What a terrible idea!