Add Power of Radio

ADD POWER TO AUTOMOTIVE ADVERTISING
WITH RADIO
Americans form strong emotional connections with their rides. They also feel deep personal connections with their favorite Radio stations. Advertising the right vehicles on the right Radio stations – alone or in tandem with a TV campaign – can make your dealership the destination when consumers are in the market to buy.
Think TV’s the Place to Be? Boost the Visual Impact of TV Ads – with Radio:
• Exchanging one of two TV ads for two Radio ads in tests increased unaided brand recall by over 1/3 (34%). Additionally, more consumers chose that advertised brand as their first-choice product. (1)
• Radio communicated the main messages just as well as TV for a variety of ad campaigns ranging from sexy-looking cars to tasty-looking sandwiches, underscoring Radio’s ability to enhance the impact of TV messages. (2)
• Studies on imagery transfer all have confirmed that approximately 3/4 of participants could recall at least one visually transferred aspect of a TV ad when exposed to audio playback of TV spots.
• Radio ads have emotional impact at least equal to that of TV ads, according to an evaluation of 16 real campaigns on both media – reinforcing the engagement of Radio listeners and the perceived relevance of ads they feel are directed to them. (3)
• Radio’s ROI was just as potent in the presence of 50-100 TRPs of national television as it was by itself. (4)
Radio Is Everywhere, Yet Listeners Connect One-on-One:
• Radio’s range of formats lets you target groups of listeners with similar lifestyles on their favorite stations, as well as zeroing in on specific geographic areas for your dealership – or a single buy can blanket the nation.
• The original mobile medium, Radio is still highly effective at reaching listeners in cars, at work and in areas where they relax, play – and shop.
• Radio reaches the majority of consumers age 12 and older in every market – 93% of the total U.S. (5) – with the average listeners tuning in for 20 hours per week. (6)
• Listeners build emotional connections with "their" Radio stations. In this environment, Radio ads are perceived to be "more honest" and less intrusive and annoying than TV ads. (6)
(1) "The Benefits of Synergy: Moving Money Into Radio" (2004)–The PreTesting Company with Radio Ad Lab
(2) "Engagement, Emotions, and the Power of Radio" (2007)–Gallup & Robinson with Radio Ad Lab
(3) "Engagement, Emotions, and the Power of Radio" – Gallup & Robinson for Radio Ad Lab, 2007
(4) "Radio’s ROI Advantage" (2005)–Millward Brown and Information Resources, Inc. (IRI) with Radio Ad Lab
(5) RADAR 93, June 2007 © Arbitron, Inc.; (7 Arbitron Maximi$er Plus National Regional Database, Fall 2006
(6) "Personal Relevance, Personal Connections: How Radio Ads Affect Consumers" (2003) and "Personal Relevance 2: Radio’s Receptive Ad Environment" (2006)–both WirthlinWorldwide with Radio Ad Lab