Purpose:
Determine how radio impacts KPIs for a car parts retailer and an automotive engine product.
Key Findings:
Auto parts retailer enjoyed a 32% lift in intent-to-shop and the engine product achieved an 8% increase in intent-to-purchase as a result of the campaigns.
Key Takeaways:
- Purchase intent increased an average of +20% among those who heard the campaigns.
- Car Parts Retailer saw a +32% increase in intent to shop at the retailer.
- Engine Product saw an +8% increase in intent to purchase the product.
- Consumers were responsive to the radio ads and likely to take action after hearing the ad.
- 60% felt radio advertising could encourage them to buy auto products or shop at an auto parts retailer.
- Consumers were receptive to radio ads for auto aftermarket brands.
- 81% of listeners believe it is smart for auto aftermarket brands to use radio advertising to inform consumers.