WHY RADIO FACT SHEET
Radio Reaches the Market for Vehicles and
Automotive Products

Read: Every week, Radio reaches 93% of African-Americans whose household plans to buy or lease a new luxury vehicle (any size)in the next 12 months.

Radio Reaches Car Buyers/Leasers

Radio's weekly reach among adults 18 and older whose …  Total  African-American  Hispanic 
Household plans to buy/lease a new compact car - next 12 months  97%  91%  96% 
Household plans to buy/lease a new midsize car - next 12 months  88%  89%  91% 
Household plans to buy/lease a new full-size car - next 12 months  94%  92%  96% 
Household plans to buy/lease a new luxury vehicle (any size) - next 12 months  94%  93%  97% 
Household plans to buy/lease a new pickup truck - next 12 months  98%  91%  88% 
Household plans to buy/lease a new SUV - next 12 months  93%  91%  86% 
Household plans to buy/lease a new van or mini-van - next 12 months  84%  91%  95% 
Household owns/leases any hybrid vehicle  94%  91%  95% 
Household plans to pay under $10,000 for new vehicle - next 12 months  92%  89%  86% 
Household plans to pay $10,000-$14,999 for new vehicle - next 12 months  96%  90%  94% 
Household plans to pay $15,000-$19,999 for new vehicle - next 12 months  95%  87%  95% 
Household plans to pay $20,000-$24,999 for new vehicle - next 12 months  94%  91%  94% 
Household plans to pay $25,000-$29,999 for new vehicle - next 12 months  82%  91%  95% 
Household plans to pay $30,000-$34,999 for new vehicle - next 12 months  91%  94%  92% 
Household plans to pay $35,000-$44,999 for new vehicle - next 12 months  97%  90%  83% 
Household plans to pay $45,000 or more for new vehicle - next 12 months  98%  95%  98% 
Household plans to buy any used vehicle - next 12 months  94%  93%  94% 
Household plans to lease any vehicle - next 12 months  94%  92%  91% 
Household plans to buy motorcycle - next 12 months  94%  94%  94% 
Household plans to buy ATV (all-terrain vehicle) - next 12 months  95%  92%  83% 
Used any online site/app to gather info to shop for new/used vehicle - past year  92%  93%  92% 
Used any auto dealership Web site/app to gather info to shop for new/used vehicle - past year  91%  92%  93% 
Used any auto manufacturer Web site/app to gather info to shop for new/used vehicle - past year  90%  93%  93% 
Household purchased anti-freeze/coolant - past 12 months  94%  91%  92% 
Household purchased new car battery - past 12 months  92%  91%  93% 
Household purchased service/repair on car radio/stereo - past 12 months  93%  92%  93% 
Household purchased brake repair - past 12 months  94%  92%  93% 
Household purchased new muffler - past 12 months  97%  92%  95% 
Household purchased transmission repair - past 12 months  96%  92%  89% 
Household purchased tune-up/spark plugs - past 12 months  94%  91%  91% 
Household purchased service on shocks/struts - past 12 months  92%  92%  95% 
Oil filter/oil change - past 12 months  92%  91%  92% 
Household purchased new tires - past 12 months  93%  92%  92% 
Auto glass replacement/repair - past 12 months  92%  92%  95% 
Household purchased paint or body work - past 12 months  92%  91%  94% 
Source: Scarborough USA+ 2014 Release 2 (February-September 2014)