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Article: Radio's unfair share of car dollars.(Interep Research study on automobile advertising exposure)(Brief Article)
- Article from:
- Broadcasting & Cable
- Article date:
- March 31, 1997
- Author:
CopyrightCOPYRIGHT 1997 Reed Business Information, Inc. (US). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Interep study shows that while car buyers spend more time with radio than print, ad buys don't reflect that
Although new-car consumers spend more time listening to the radio than reading newspapers or magazines, auto advertisers spend considerably less money in radio than in print media.
A new Interep Research report found that new-car shoppers listened to radio an average two hours and 34 minutes between 6 a.m. and midnight on week-days, but spent an average 42 minutes with newspapers and 28 minutes with magazines in the same period.
Meanwhile, the automotive industry spent 2% ($187 million) of its $11.6 billion media budget on radio last year, ...