• by Jack Loechner , Staff Writer @mp_research, September 21, 2007

Vehicle Buyers Planning-To-Purchase Outlisten The Average Adult On the Radio by 20%

One of the findings, in a just released report from The Media Audit, shows that adults who plan to purchase a domestic vehicle in the next twelve months spend 196 minutes per day listening to radio, compared to 162 minutes per day for the average adult. Furthermore, says the report, adults who plan to purchase vehicles priced over $30,000 are among the heaviest radio listeners. More than 27% of these consumers spend three hours or more per day listening to radio, a figure that is 24% higher than the market average.  

 According to the 88market study:

• Radio represents 26.8% of the total media day for adults 18+, while the percentage is even higher among automotive buyers
• Among adults who plan to purchase a new or used car, van, truck or SUV in the next 12 months, radio represents 27.3% of the total media day
• Among those who plan to purchase a domestic vehicle, radio represents 29.1% of the total media day
• The 18% of adults 18+ who plan to purchase a new or used vehicle in the next 12 months, represent more than 26 million buyers
• Local broadcast and cable TV viewing combined represents 27.9% of the total media day for new and used vehicle buyers, compared to radio's 27.3%

Among the largest increases in media usage by automotive consumers, says the report, is with the internet. Of those consumers who plan to purchase a new or used vehicle, the internet now represents 21% of the total media day, ranking the medium second behind radio. Only two years ago, the internet represented 12.5% of the total media day for automotive consumers.

 Bob Jordan, President of International Demographics, states "Our latest research indicates that radio is one of the strongest ways for the U.S. auto industry to communicate its product advantages to planned vehicle purchasers... Listening in-car is one of the reasons that radio makes up such a strong proportion of a consumer's media day."

Complimentary top-line findings from the 2006 Radio Web Site Report will be made available at the upcoming NAB (National Association of Broadcasters) Radio Show conference September 26 through 28.

For additional information, you can visit The Media Audit here.