Radio Is a Great Vehicle for Automotive Sales


The New York market may rank #1 for use of public transportation, but we still like our cars. In the past week, more than two-thirds of New York metro Adults 18+ drove a car. And, 92% of those drivers listen to radio in an average week.

In addition, more than one-fifth (21%) of New York metro Adults 18+ reside in a household that is in the market for a vehicle. For example, more than 1.1 million people reside in a household that plans to buy a new car in the next year. Radio reaches 95% of this group on a weekly basis.

Savvy advertisers know that one of the characteristics of radio that makes it such a great advertising choice is the ability to target a very specific type of consumer. Future vehicle consumers listen to an array of radio formats, and they vary by the type of vehicle they’re planning to purchase. For example, compared to the market average, Adults 18+ who reside in a household that is planning to buy or lease a new or used luxury vehicle in the next year are 50% more likely to listen to a Rhythmic CHR-formatted station.

Consumers are also looking for vehicles in all sorts of price ranges. For example, nearly 280,000 metro Adults 18+ reside in a household that is planning to spend between $30,000 and $45,000 for a new vehicle in the next year.

Radio is not only great for reaching vehicle consumers; it also reaches listeners in other automotive categories. And the spending power of our market is tremendous. For example, New York metro Adult 18+ radio listeners spend $16.2 billion at gas stations annually!

Radio is also a great medium for reaching those in the market for a new auto insurance provider. Over 636,000 metro Adults 18+ are planning to switch auto insurance providers in the next year, 94% of whom listen to radio on a weekly basis

Not convinced yet? Here are a few more reasons to advertise on the radio…

Cost Effective

  • Radio advertising provides reach and frequency more cost effectively compared to many other forms of media.

Point of Purchase

  • With so much radio listening happening in the car, you reach consumers closer to the point of purchase.

Live and Local

  • A lot of radio programming is live and local, so you can choose stations that are heavily listened to in areas near your dealership or store.

Now pick up the phone and call your favorite radio sales rep!