In his latest blog post, Pierre Bouvard, CMO, Cumulus and Westwood One, writes about a historic Nielsen case study showing the power of radio to drive results for auto dealers.

Here are six key findings:

1. Radio’s ad recall (36%) was nearly as strong as television (39%), despite the fact that twice as much money was spent in TV.

2. Digital and print ad recall were minimal (PC: 9%; newspapers: 9%; smartphone/tablet: 4%; magazines: 3%).

3. Radio is the TV accelerator: purchase consideration increases significantly when consumers were exposed to both TV and radio ads.

4. Radio and TV boost all stages of the auto purchase funnel.

5. Radio ads earned the highest consumer association for being the most informative and believable.

6. Radio’s “cost per awareness” is nearly two times as efficient as television.

The Utah Broadcasters Association commissioned a Nielsen advertising effectiveness study of a six-week radio and TV campaign by Ken Garff Automotive, a top auto dealer in Salt Lake City. The study found that radio boosts ad recall, efficiency, and purchase consideration for auto dealers.

– See more at: http://fmqb.com/article.asp?id=2993958#sthash.4FLMnNQJ.dpuf