The folks at Nielsen recently released their first-ever Comparable Metrics Report in an effort to show the ways Americans receive media in true apples-to-apples fashion. The results demonstrate what we already knew to be true: Americans still prefer radio and TV to all other forms of media.
Comparable Metrics Report Stats
In terms of how many people are being contacted by a particular form of media (known as “cume” in radio; “reach” in TV; and “unique audience in digital”) – radio comes in first, reaching 93% of all adults each week. Radio is followed closely by TV, which reaches 87% of adults. Smartphones are a distant third at 71%, followed by PCs (54%), TV-connected devices (40%) and tablets (29%).
But the reach factor only tells half the story. The other important part of the Comparable Metrics Report goes even further to play up the virtues of radio and TV advertising, showing how long people are tuned in. Here, television is the undisputed leader at 33 hours per week, while radio is second at 13. They were followed by smartphones (8 hours), PCs (5 hours), and TV-connected devices and tablets (approximately 3 hours each).
Radio was shown to be the most consistent media source across all generational and cultural boundaries, which is something to consider when you’re formulating your advertising strategy.
FREE Advertising Review
Radio and TV automotive advertising are more affordable than you might think. Call Eric Tigner today at (321) 397-0777, and you’ll get all the details on how you can benefit from radio and TV’s advertising power … and dominate your market with the expertise and experience of JKR Automotive Advertising. Best of all, he will explain how you can do it without breaking the proverbial bank. Start the new year off right, with a fresh outlook on things – and the processes in place for your best year ever. Call today!
Here’s how a customer processes radio advertising when exposed to it. When someone car shops, there are some fundamental things they are thinking about … even if they are not consciously aware of them.
(1)Which kind of car/truck/SUV is right for me (new, used, size, type, etc.)?
(2)Once I’ve made that decision, which is the best one for my needs and wants?
(3)Can I afford the purchase or lease price?
(4)There are dealerships that sell the same vehicles, so which one should I go to?
(5)How am I going to get the best deal I possibly can?
Now comes the difficult part – taking this information, processing it and using it in a way that gets the customer to come to your dealership via your radio advertising. This is a little more complicated nowadays than it used to be. With technology such as it is today, the landscape of car shopping is entirely different. Research has shown that, instead of going to as many as six or seven dealerships to look at vehicles, today’s car shopper limits his/her visits to two or three places.
To get your store to be one of those few dealerships they visit, you need to keep in mind the way a customer processes radio advertising. To do that, there are some mandatory things that should be included in each radio advertising campaign.
First, your advertisement should have a sufficient amount of reach and frequency. Without these two ultra-important factors, you will fail. It’s as simple as that.
Second, it’s a great thing when your advertisement possesses the intrusiveness necessary to break through the clutter. Things like slogans and jingles are great examples, but great copy can do the trick, too.
Third, you must present a compelling argument as to why customers should come to your dealership for their vehicles (and return for service).
Fourth, you need a good hook; a special offer sufficient enough to entice someone to come to your dealership.
Finally, your advertisement needs to create urgency. If someone likes your offer but knows they can get the same deal next month, there is no reason for them to hurry down to your store. But if you create something that’s time-sensitive, you have the makings of a good automotive advertising commercial.
FREE Advertising Review
Now that you know how a customer processes radio advertising, you should stop and think about whether your dealership’s current radio advertising strategies are hitting the mark. If you say no … or even if you’re not sure … give JKR Automotive Advertising a call. We’ll conduct a FREE review of your current advertising efforts – no strings attached – and give you our expert feedback. To get the wheels in motion, give Eric Tigner a call today at (321) 397-0777.
At the end of Super Bowl 50 (to be played on Feb 7 in Santa Clara, CA), there will only be one National Football League team celebrating victory. Additionally, it’s a good bet CBS will also be breaking out the bubbly.
Why? CBS is the network airing the big game, and advertisements are being sold at an astonishing rate of $5 million for a single 30-second spot – up 11% over last year’s figure of $4.5 million.
Why So Much for Super Bowl 50?
Here’s the question you are probably thinking: Who in their right mind would spend five million dollars on one commercial? The answer is, a lot of people; in fact, ad time is nearly sold out already, and we’re still a couple months away from kickoff.
The nation’s eyes will be watching … and many folks pay special attention to the advertisements. More than 114 million televisions were tuned to last year’s Super Bowl between the Seattle Seahawks and New England Patriots, making it the most-watched event in the history of television in our country. And that doesn’t take into account large gatherings such as parties, or folks gathered together to watch the game in their local watering holes.
So far, only two automakers have taken the plunge (actually one, if you take into account that they’re from the same parent company). Hyundai has committed to two spots, one each in the first and second quarters; meanwhile, sister company Kia will run one spot in the third quarter.
It remains to be seen whether the other big automakers will decide to take part in Super Bowl 50 advertising, but if past history is any indicator, chances are at least a couple of them will decide to throw their hats in the ring. But one thing is for certain: That is a LOT of money to be spending on one commercial, so it’d better be good – and memorable.
Viewers Remember TV Ads: Studies have shown that the combination of color, sight and sound TV offers is the best way to ensure that a dealership’s message is received – and remembered.
The Possibilities are Limitless: Automotive TV advertising allows advertisers to create ads that could not be produced in any other form of media.
TV is Everywhere: Nielsen recently published an article saying that 98 percent of American households have at least one television set – and most have more than one.
It Reaches the Most People: Not only is this true, but it reaches the masses in the quickest way possible. That’s two great advantages in one!
People Love TV: Americans spend more time with television than any other type of media. Research shows that viewers watch television for nearly 2,000 minutes – or more than 32 hours – per week.
TV is Most Effective: When people talk about how they learned of a certain product or service, more often than not the reply is “via television”. Automotive TV advertising is persuasive and exciting, and it’s the best way to demonstrate the benefits of a dealership and its products.
TV Gives a Dealership Credibility: When potential customers view a dealership’s advertisement on TV, the store is instantly seen as more credible and legitimate simply by being seen on television.
The Results are Measurable: Thanks to Nielsen, TV viewership can be effectively tracked. In addition, the demographic information of the viewing audience can also be obtained – a huge advantage for future use!
TV is Still Most Formidable
Despite the technological inroads of recent years, TV is still the unquestioned pacesetter of all automotive advertisements. It touches the most people in the shortest amount of time. A skilled advertising agency like JKR Advertising & Marketing ensures a dealership’s ads are seen by the right audience.
FREE Advertising Review
If your dealership is not running television advertisements, why not? We at JKR Automotive Advertising can help you make the right decision 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 Eric Tigner a call at (321) 397-0777. He’ll do the rest.
Jeff Johnson is not only the Managing Partner at JKR Advertising & Marketing, he also recently became the co-owner at Kia of North Grand Rapids. Along with many of his dealer counterparts, he was invited to tour the Hyundai-Kia facilities in South Korea … and he came back with an increased respect and perspective of the brands and the people.
It all started early on a Monday morning at the Orlando airport. “It didn’t take long to realize this wasn’t going to be a typical trip,” Johnson said. “We left Orlando about 9:30 in the morning on that Monday, and we didn’t arrive in Seoul until 6:30 the next evening. As you can imagine, we were exhausted. But as soon as we stepped off the plane, there was a paparazzi-like person snapping photos of our every move.” Eventually, Johnson and his new friends-to-be were bused to their hotel, where they were introduced to a tour guide who would follow them everywhere they went over the next two-plus days.
The following morning, things quickly got interesting as they were shuttled to the Namyang Design Center. “This large building is the workplace for 11,000 on-site engineers for both Kia and Hyundai,” Johnson recalled. “Upon our arrival we were shown a short film about Kia, then ushered into a room and told to hand over our cell phones. I found that to be a bit odd … until I found out what was happening next. Once we complied, we were allowed to view some of the Kia models coming in the near future, as well as some concept cars they are working on. After that, we were taken out to a track where we got to test-drive some of the models. As I looked around, I noticed that many of the cars still had the camouflage wrapping on them. Naturally, you can understand the secrecy involved here, but rest assured everything I saw was very, very impressive.”
After a memorable lunch at the luxurious Rolling Hills Hotel, it was back to the bus. Next stop, the Hyundai steel plant. “This place was massive,” Johnson said. “It is one of the largest in the world. They have an unbelievable, fully enclosed conveyor belt system that allows them to move raw materials across the facility. It’s the oldest steel company in Korea, and it produces a lot more than just sheet metal for cars.”
They arrived back at their hotel at about 5:45 and were promptly informed that a formal dinner hosted by Thomas Oh, Executive Vice Chairman of Kia Global Operations, would begin at 6:30 – and it was of utmost importance that they arrive on time for the event. “It is the custom for the host to greet every guest, so if someone was late, the host would not be allowed to go inside until the tardy person finally arrived. No one was late, and we enjoyed an incredible five-course meal, complete with a toast from Executive Vice Chairman Oh.” That, folks, was just the first day.
The next morning’s activities were kicked off with a visit to Kia Motors Corporation, Kia’s corporate offices. “Kia and Hyundai each have their own specific tower, and they share a very elaborate, ornate lobby area that features a number of both Kia and Hyundai models,” Johnson said. “We were given the history of Kia’s steady rise to global dominance. Did you know that it’s the 74th-most valuable brand in the world today?”
The rest of the day was spent checking out some of South Korea’s cultural spots, including the opulent Gyeongbokgung Palace. “Even though the building has not been completely restored to its past splendor, enough of it has been refurbished to make it a worthwhile piece of history to see,” Johnson commented. “We also did some street shopping at a place that was much like a giant bazaar in the United States.”
That evening’s dinner was particularly interesting for Johnson, as he was seated next to officials from Kia Motors Canada. “I discovered their market share is pretty similar to ours in the United States, and their businesses are much like ours in the states.”
The next morning saw Jeff board a plane in Seoul at 9:30 – and because of the time change actually arrive in Atlanta at 9:00! “It was a fun but exhausting two days,” he said.
Jeff Johnson the tourist was happy to once again be Jeff Johnson the husband, dad and business owner – back in his home country. Possessing 700-plus photos taken by his hosts, he has a detailed record of a trip he’ll never forget.