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New Studies Show Radio Advertising Effectiveness Still Very High

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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.

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Radio Advertising: Still Relevant as Ever

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Edison Research’s recent report has revealed that radio advertising is still relevant, despite the best efforts of some to try and tell you otherwise. Americans aged 13 and older spend a significant portion of their waking hours with radio, accounting for approximately one-fourth of their day. This newly released data is significant, as it offers a world of potential and opportunity for advertisers looking to tap into the audio space.


According to their Share of Ear data, an astonishing 84% of Americans 13 and older actively engage with some form of ad-supported audio every day. This category encompasses a wide range of platforms, with AM/FM radio continuing to reign as the dominant player. (Other ad-based audio options include podcasts, ad-based streaming services such as Spotify and Pandora, spoken-word channels on SiriusXM, and the free use of YouTube for music videos.)


In the US, 82% of this 13-and-up group is reached daily by this media source. This eye-opening statistic demonstrates the effectiveness of advertising on these platforms when it comes to connecting with a traditionally challenging audience. If the window of observation is extrapolated over a time frame, the reach of ad-supported audio is expected to expand even further. In fact, it is projected that over the span of a week or a month, this reach would exceed 90% of all Americans.


There’s no doubt: Advertisers should consider radio as an effective medium to reach a wide and diverse audience. Because of its extensive reach, frequency, immediacy, portability, targetability, emotional connection with the audience and historically proven track record, radio remains a crucial component of the advertising landscape. And that’s not going to change anytime soon.

What are You Waiting For?
If your dealership is not running radio advertisements, why not? JKR Automotive Advertising can show you how we assist our clients in making the right decisions … completely free of charge, with absolutely no obligation on your part. At your request, we’ll do a thorough analysis of your media market to see if you’re getting the most bang for your buck from your current advertising efforts. Give us a call at (321) 397-0777 and we’ll do the rest.

JKR Automotive Advertising: We Move Cars.