Radio plays a dominant role just before a consumer buys a car.
That’s according to a study from Presslaff Interactive Revenue completed for the Radio Advertising Bureau.
The closer listeners get to purchasing or leasing a vehicle, the more important a part radio advertising plays, above TV/cable, websites, outdoor, newspaper and direct mail (in that order.)
And radio is a top dashboard “must-have” for automotive buyers of every age. CD players came in second, followed by smartphone connectivity. Of the 12 choices, satellite radio came in seventh and HD Radio was eighth, followed by enfotainment systems for ninth and Internet radio as 10th.
Those are key findings from the survey, which attracted 28,000 respondents aged 18+.
Respondents came from listeners of 20 broadcast groups and represented some 200 stations.