Automotive Research

is a joint project of the SCBA and Nielsen Audio and reveals new information about today's vehicle buyers that provides direct attribution between Radio advertising and vehicle purchase and key attributes consumers want from dealers. Consumer perceptions of auto Radio ads, effective Radio creative, Radio's role in driving web searches, “auto intenders” and what they are listening for, as well as recall and active consideration of dealer ads. The research was conducted from in-depth interviews with 900 Southern California consumers.“It is widely predicted that 2019 will be a challenging year for the auto industry and auto clients are facing significant headwinds for their business,” said Thom Callahan, SCBA President. The need to reallocate more ad budgets to Broadcast Radio will become apparent after viewing and understanding this auto consumer research study.”This is the second exclusive and comprehensive research project focused on the auto consumer and Broadcast Radio between the SCBA and Nielsen Audio. Both studies interviewed actual auto consumers in Southern California. The previous study, “The Local Path to Automotive Purchase” provided direct comparisons of various media and consumer preferences when vehicle shopping. The study also compared Broadcast Radio's desirable audience composition of highly employed, larger income, and average age which matches today's automotive shopper.