New Studies Show Radio Advertising Effectiveness Still Very High

We have discussed the subject of radio advertising effectiveness in previous blogs; however, it’s one that deserves repeating every now and then. It’s important that automobile dealers – and for that matter, any company looking to advertise – to understand that the common perception of radio advertising is far different from reality.

That’s why we are big fans of a recent article found on adresultsmedia.com. The statistical data and sound logic doesn’t lie; in fact, it shows that AM/FM radio should be a significant part of a successful dealer’s advertising strategy.

Marketing Professor Mark Ritson believes this false narrative isn’t being done on purpose but it still persists. “There is increasing global evidence that marketers are basing their media choices on their own behavior … (and) the first law of marketing is that you are not the market. You are an urban, professional, well-paid media executive.” In other words, personal feelings should be taken out of the equation when advertising strategies are planned.

The bottom line? AM/FM radio advertising effectiveness cannot be denied when the real numbers are examined. It’s the most cost-effective form of broadcast media. It has a far larger audience than podcasts, ad-supported Pandora or Spotify, and ad-supported Sirius XM. In addition, recent Edison research says that AM/FM’s reach has expanded among Gen Z consumers, reaching 55% of those in the 13-24 age bracket. Further, a whopping 84% of those 55 and up are reached each week by radio, while a similar number (83%) are tuning in weekly to AM/FM radio.

AM/FM radio is also fantastic at driving potential customers to a dealer’s Website. In fact, a LeadsRX/iHeart study showed that 40-plus radio ads per day in a given media market resulted in a massive 55% increase in automobile dealer Website traffic!

So if you aren’t advertising on radio, you are missing out on a fantastic opportunity to change the fortunes of your dealership. No other broadcast media option can give you the combination of reach and frequency like radio can – and it can do it in a way that you can afford.

Contact Richard Brauns (407) 701-4233 or Jon Albert (407) 718-2494 today for a complimentary automotive advertising and marketing review. We’ll explain in detail why harnessing the power of radio is such a game-changer for automobile dealers.

JKR Automotive Advertising: We Move Cars.