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Monday, July 21, 2014

Nielsen Connects Auto Buying With Specific Formats


Nielsen says a new study, done in New York, Los Angeles, and Chicago connects the type of music consumers listen to on the radio with the car they purchase at the auto dealer. And, if you are in these formats, and you sell to auto dealers -- and who doesn't -- this data may prove useful next time you hit the streets trying to close the sale. In Chicago and L.A., News-Talk is big. And in New York it's all about sports. Here's what Nielsen has uncovered.

Nielsen's SVP of Local Product Media Leadership Farshad Family says, "Formats really make a difference in reaching certain auto buyers in different markets, and this test proves the importance of being able to use specific, granular radio data to explore those connections for both broadcasters and marketers.? The test relied on Nielsen?s Local Insights service to combine portable people meter (PPM) results in New York, Chicago, and L.A. with insights from Polk automotive data, which tracks ownership history for more than 600 million vehicles nationwide.

The Nielsen study says every market is unique and radio?s local connection to listeners across the country shapes how the medium serves each market. "Just as traffic patterns are vastly different in Chicago from those in Los Angeles, the radio landscape is just as varied. So in that regard, it?s no surprise to see that roadster buyers (e.g., those in the market for an Audi TT, BMW Z4, or Porsche Boxster) don?t all favor the same format. Based on the index of radio-listening roadster buyers in Chicago and L.A., the News, Talk, and Information format leads the way in both markets when it comes to the likeliness of reaching those consumers."

In New York, the Sports format is the winner, according to Neilsen. Nielsen says instead of asking which formats offer the right mix for a certain vehicle type, they flipped the focus to one particular format and examined the types of vehicles those listeners were most likely to buy. "In New York, sports radio scored the best among high-end vehicle buyers, particularly those in the prestige sporty and prestige luxury categories (e.g., the Mercedes-Benz S-Class, Lexus LS, or BMW 7 series). Among all vehicle types, Sports radio enthusiasts are most likely to have purchased prestige sporty, prestige luxury, mid-sport, or mid-luxury vehicles in the past year."

You can see more about this latest Nielsen data HERE

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