This week’s report from Cumulus Media | Westwood One’s Audio Active Group reveals the results of a study from data analysis agency Colourtext and UK commercial AM/FM radio industry group Radiocentre. Calling it the “largest and most comprehensive AM/FM radio ad effectiveness report in the world,” WWO says the study measured 59 tier-one auto campaigns for brands like Toyota, Honda, Land Rover, BMW, VW, Nissan, Volvo, Lexus, and Jaguar. The conclusion is that “AM/FM radio advertising generates significant
increases in advertising awareness, brand relevance, brand trust, and brand consideration.” Other key findings include: 1) AM/FM radio increases the efficiency of automotive media plans: Colourtext and Radiocentre compared AM/FM radio’s average share of total media spend to the increase in advertising awareness, brand relevance, and brand trust generated by AM/FM radio campaigns. In each case, the auto brand lift is four to 11 times greater than AM/FM radio’s share of media spend; 2) the best performing auto campaigns place an emphasis on creative consistency; 3) AM/FM radio creates future demand for automotive brands; 4) Nielsen Scarborough: American auto intenders clock a lot of miles in their vehicles: A Nielsen Scarborough study of 199,118 Americans finds new car buying intentions in the next year increase as miles traveled grows; 5) among ad-supported audio, AM/FM radio has a dominating 89% share of in-car time spent; 6) Nielsen Scarborough: Heavy AM/FM radio and digital consumers are way above the norm for auto purchase intention; and 7) new vehicle purchasers are similar in profile to heavy AM/FM radio listeners, and heavy Internet users, and podcast listeners. See more about the study here.
