The study found that radio reaches new potential customers; the majority of radio attributable web traffic is from new customers who had never previously visited the site; endorsements drive two times the response and produces optimal results because radio is a companion; and the top factors for successful radio marketing are reach and frequency. In addition, the study uncovered several best practices in how to plan an effective automotive radio campaign leveraging dayparts, days of week, ad length, and the number of radio stations included in the campaign.
As one of the largest studies ever conducted for automotive radio advertising, iHeartMedia and LeadsRx used advanced marketing attribution technology to analyze the impact of radio advertising over the course of 17 months, for more than 300 automotive advertisers, across nearly 2 million commercials and across all major automotive brands. The findings were shared during the “Turbocharge Your Radio Spots. The Top 5 Attribution Secrets Discovered From Over 300 Automotive Advertisers” workshop at the Automotive Analytics & Attribution Summit on November 19.
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