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.
Related stories:
- Automotive Advertising in Local Papers Plummets 40 Percent
- Media Audit: Domestic Auto Purchasers Lean Heavily on Radio
