The latest blog post from the Cumulus Media | Westwood One Audio Active Group looks at data from a study the company commissioned by MARU/Matchbox analyzing the auto aftermarket category. Some of the key findings from the study include: 1) The segment has recovered to pre-pandemic levels. Annual spend,
number of retailers shopped, retailers shopped most often, brand perceptions, and advertising recall have recovered; 2) Brand equity and shopping patterns for the top two performers (AutoZone and O’Reilly Auto Parts) are stable to up. The second-tier players are slightly off; 3) AM/FM radio and podcasts are the ideal platforms to advertise auto aftermarket. TV underperforms with category usage and brand equity: Heavy AM/FM radio and podcast listeners visit more retailers in the category, make more shopping trips, and spend far more than the average. Two key consumer segments, do-it-yourselfers and ultra-heavy shoppers are more likely to be heavy AM/FM radio listeners. TV viewers are weak category users. See the blog post here.
