Data from The Media Audit’s Fall 2024 survey indicates that radio stations “have a powerful opportunity to drive automotive advertising success.” The Media Audit’s New York market manager Pete Forester explains, “Our research clearly shows that radio is a key influencer in the automotive marketplace. 25.4 % of New York radio listeners plan to buy a new vehicle in the coming year. This is 30% higher than the general market
which is 19.6% of adults planning a new vehicle purchase. Among heavy radio listeners (those that listen more than 3 hours a day), that number jumps to 30%. That’s 53% stronger than the general market.” Forester says that podcasts are also a good genre for auto advertising. He says, “The multi-media analysis by The Media Audit revealed podcasts captured the interest of 30.1% of adults 18+ planning to buy a new vehicle in the next 12 months… 53% higher than the general market. Audio streaming does well at 22.7%… 16% higher than the general market” Forester concludes, “Automotive advertisers have a tremendous opportunity to leverage radio’s ability to connect with ready-to-buy consumers. Our data shows that radio not only drives awareness but also inspires action, making it an essential part of any automotive advertising strategy.”
