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 compact car 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  93%  93%  94% 
Household plans to buy/lease a new midsize car - next 12 months  93%  95%  93% 
Household plans to buy/lease a new full-size car - next 12 months  93%  94%  90% 
Household plans to buy/lease a new luxury vehicle (any size) - next 12 months  94%  96%  93% 
Household plans to buy/lease a new pickup truck - next 12 months  93%  93%  92% 
Household plans to buy/lease a new SUV - next 12 months  94%  94%  97% 
Household plans to buy/lease a new van or mini-van - next 12 months  93%  93%  92% 
Household owns/leases any hybrid vehicle  92%  82%  96% 
Household plans to pay under $10,000 for new vehicle - next 12 months  92%  91%  95% 
Auto glass replacement/repair - past 12 months  92%  92%  95% 
Oil filter/oil change - past 12 months  91%  92%  92% 
Household plans to buy motorcycle - next 12 months  95%  96%  94% 
Household plans to buy ATV (all-terrain vehicle) - next 12 months  94%  96%  96% 
Household plans to pay $10K-$14,999 for new vehicle - next 12 months  95%  95%  94% 
Household plans to pay $15K-$19,999 for new vehicle - next 12 months  92%  94%  94% 
Household plans to pay $20K-$24,999 for new vehicle - next 12 months  92%  93%  95% 
Household plans to pay $25K-$29,999 for new vehicle - next 12 months  95%  98%  94% 
Household plans to pay $30K-$34,999 for new vehicle - next 12 months  94%  92%  97% 
Household plans to pay $35K-$44,999 for new vehicle - next 12 months  94%  94%  91% 
Household plans to pay $45K or more for new vehicle - next 12 months  94%  93%  97% 
Household plans to buy any used vehicle - next 12 months  93%  94%  92% 
Household purchased new tires - past 12 months  92%  93%  93% 
Household purchased new car battery - past 12 months  91%  92%  93% 
Household purchased service/repair on car radio/stereo - past 12 months  94%  94%  96% 
Household purchased new muffler - past 12 months  92%  93%  94% 
Household purchased transmission repair - past 12 months  92%  93%  92% 
Household purchased brake repair - past 12 months  92%  93%  93% 
Household purchased paint or body work - past 12 months  92%  91%  92% 
Household purchased tune-up/spark plugs - past 12 months  92%  92%  93% 
Household purchased service on shocks/struts - past 12 months  92%  92%  93% 
Household purchased anti-freeze/coolant - past 12 months  91%  91%  92% 
Source: Scarborough USA+ 2013 Release 2 (August 2012-September 2013)