The SCBA’s new research study is in partnership with Nielsen Audio and is the second project
together for both organizations in the past fifteen months.
“The Real Value of Southern California Radio to the Automotive Industry” reveals compelling new data on the power of Broadcast Radio to motivate and influence Southern California Radio listeners regarding vehicle purchases. Conducting surveys with 900 Radio listeners and playing multiple dealer ads for each, the study conclusively demonstrates the impact that Radio provides for auto dealers and OEMs in Southern California.
"In Nielsen's second year of partnership in this important study, data shows that broadcast radio drives interest and research, improves consumer perception and increases brand awareness, delivering consumers to auto dealers and driving purchases,” said Brad Kelly, Managing Director, Nielsen Audio. “The car culture of Southern California is the perfect proving ground for radio's far-reaching influence on one of the biggest purchases a consumer will make over the course of their lifetime."