Radio Said to Be Key to Influencing SoCal Car Buyers
SCBA says new survey has national implications
in southern California know very well how the cultures of radio and automobiles have intertwined over the years. But they're pointing to a new study as evidence of how important
radio ads continue to be in 2017 in reaching and motivating auto buyers.
was released jointly by the Southern California Broadcasters Association and
Nielsen Audio. Called The Automotive
Path to Purchase Study, it focuses on L.A. and San Diego, but SCBA believes
the data have national implications. The study also looks into the
decision-making process that buyers go through, delineating undecided
purchasers as compared with those who know what they want to buy.
Radio’s weekly reach of automotive buyers,
94% in L.A. and 93% in San Diego, is the greatest among major media in Southern
Radio delivers 1.8 million people who plan to buy a new auto in L.A. within the
next year. This represents $52 billion in planned new auto purchases
In San Diego, radio delivers 206,500 consumers who plan to buy a new auto in
the next 12 months. That represents $5.9 billion in planned new auto purchases
Pres. Thom Callahan hopes the survey will convince carmakers and local
dealers to do a couple of things: first, allocate more advertising dollars
towards radio; and second, spread radio campaigns out evenly over the entire
month, rather than spending most of it on the last week. The survey indicates
that this is a largely ineffective way to use the radio medium.
2016 was a good year for auto sales, he said, predictions for 2017 are less so,
suggesting cars will sit on the lot longer. One of the leading reasons: consumer
debt for autos, which is at an all-time high.
The survey was
centered on those two cities in southern California but the results have implications
beyond the state, Callahan said. “We’re seeing a
trend where car manufacturers are controlling more of the way that advertising
dollars are being spent, right down to the dealer level. This is being done
largely through the allocation of co-cop dollars.” He said that this is true not
just for SoCal but nationwide, so he hopes to take the message out more
“Our footprint has gotten bigger, and this is
turning into a national project. We’re planning a trip to Detroit this summer,
and plan on having a presence at other events where we can connect directly
with the manufacturers,” Callahan said.
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