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MediaBuyerPlanner: Radio advertising continues to be one of the best ways to reach potential new car purchasers, according to a new telephone study from The Media Audit. More than 22 percent of heavy radio listeners (three hours a day or more) plan to purchase a vehicle, compared to 18 percent of the general population, writes Radio Ink.
Of the five major media - outdoor, television, newspaper, radio and online - radio performs nearly 25 percent above the market average.
Planned vehicle purchasers are at a five-year low, down 20 percent over the last five years.
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