Automotive • Brand Lift
As online car shopping continues to gain traction, brands entering the automotive space face a critical challenge: building awareness and credibility in a category still dominated by traditional dealership models. To understand how radio can support this shift, Katz conducted a custom Brand Lift study measuring the impact of localized radio advertising in two major markets.
The study evaluated how radio exposure influenced awareness, consideration, and brand perceptions among auto purchase decision-makers and the results underscore radio’s effectiveness as a top-funnel driver in a high-consideration category.
CAR BUYING'S DIGITAL ACCELERATION
The research confirms that online car buying is no longer niche behavior. Nearly one in four respondents reported having already purchased a vehicle online, signaling growing comfort with digital-first automotive experiences.
This readiness creates an opportunity for online auto retailers, but awareness and trust remain critical hurdles.
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RADIO EXPOSURE DRIVES MEANINGFUL LIFT IN CONSIDERATION
Although some online vehicle marketplace brands are still gaining recognition, radio exposure had a clear and measurable impact on consideration.
After hearing the radio ad:
- 79% of respondents reported they would be likely to consider the advertiser when shopping for a new or used vehicle
This finding demonstrates radio’s ability to move consumers beyond awareness and into an active consideration mindset, particularly important in a category where purchase cycles are long and decisions are deliberate.
RADIO REACHES AUTO INTENDERS CONSISTENTLY
The study also reinforces radio’s strength as a reach and frequency driver among auto decision-makers:
- 86% of respondents listen to AM/FM radio at least weekly
- Listening occurs across multiple moments of the day, both in-car and at home
This consistent exposure allows brands to reinforce messaging throughout the decision journey, making radio a powerful channel for sustained brand building, especially in a category where consumers take time to research and compare options.
