A recent study reported in Forbes Magazine shows that connected cars may help prove what we already know – radio advertising is very effective. (The study was presented at a recent Advertising Research Foundation conference). With connected cars, analysts are able to document radio advertisements, the location of the car and whether the vehicle visited a specific location – in this case Taco Bell. In other words, data from the connected car can help with radio attribution.
The pilot study took place in the Columbus Ohio market last year. It analyzed radio advertising for Taco Bell with information obtained about the location of GM connected cars. The information from cars was then compared to Taco Bell’s radio ad logs and visits to Taco Bell restaurants. The study used a seven day attribution period. In other words, did the automobile visit a Taco Bell within one week? The study found:
- The typical :30 second radio ad was the most effective in driving restaurant visits.
- Voiced (personality sponsorships) and NWT (News/Weather/Traffic) ad units generate synergies when combined.
- The combination of the :30 second standard ads with voiced personality enhanced campaign frequency
- Mid-day recorded the highest driving activity
While this is only one market, it does provide an approach to measuring the effectiveness of radio in automobiles. Radio remains the dominate medium in automobiles today.
For more details of the study as reported in Forbes click HERE.
To see a summary of the study in Inside Radio click HERE.
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