Listeners to the radio are more likely to buy a new car in the coming year, according to data from a survey conducted by the research firm The Media Audit.
Its Fall 2024 survey in the New York metropolitan area surveyed approximately 2,000 persons across 29 counties in New York, New Jersey, Connecticut and Pennsylvania. Its findings showed that approximately 25% of greater New York radio listeners plan to buy a new vehicle this year, which outpaces the general market figure of approximately 19%. This was the case for both domestic and foreign vehicles.
The survey revealed that this number jumps to around 30% for those who listen to the radio more than three hours a day.
It also showed similar trends among listeners who consume podcasts and audio streaming.
In all, the survey found that 3.4 million adults in the New York metropolitan area plan to buy a new vehicle within the next year. The firm said that national advertising spend averages more than $700 per vehicle sold.
The Media Audit’s data also showed radio listeners are more likely to be what it deemed as “influencers.” An influencer is defined as an individual who has an impact on the purchasing decisions of others.
The firm said its survey was balanced across age, gender, ethnicity and county of residence and that its results project to current U.S. census data.
“Our data shows that radio not only drives awareness but also inspires action,” Pete Forester, the New York market manager of The Media Audit said in a release, suggesting the benefits for advertisers in the automotive industry.
