Automotive Aftermarket • Brand Lift

Katz's recent deep dive into the automotive aftermarket reports that current trends indicate a rise in consumer spending within the category. With its mass reach, in-car consumption, and receptive audiences, radio is an ideal platform for these auto-related brands to make people aware of their offerings and grow purchase intent among consumers. 

RADIO DRIVES PURCHASE INTENT FOR AUTO AFTERMARKET BRANDS

Katz conducted brand lift studies for two advertisers in the auto aftermarket category - a car parts retailer and an engine product - during 3rd Quarter 2024. The studies found that both advertisers' investments in radio successfully revved up consumer interest for the respective brands. Purchase intent increased an average of +20% among those who heard the campaigns.   

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AUTOMOTIVE DECISION-MAKERS ARE RECEPTIVE TO RADIO ADVERTISING

Consumers proved to be open and responsive to radio advertising, helping contribute to the brand lift. 8 in 10 believe it is smart for auto-related brands to use radio advertising to inform them about products and offerings. And 61% believe that radio could encourage them to buy auto products or shop at an auto parts retailer in the future. 

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The studies provided evidence that radio should be anything but an afterthought for auto aftermarket brands looking to impact key brand metrics. Consumers were open to auto-related brands using radio ads to inform them about offerings and more likely to take action after hearing them. The radio campaigns successfully impacted target consumers, leading to greater purchase intent in the near and distant future.