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Radio Influences
Big-Ticket Purchase
Radio's synergy
with other media makes it a
great partner in any advertising
mix. Since consumers love to
listen to Radio while they're
checking the day's mail, reading
the paper or a magazine, or
surfing the Net, your Radio
spots can reinforce impact of
your ads or direct listeners to
check out messages they might
otherwise miss in other media.
Read: Among
adults who go online, 23.3%
regularly listen to the Radio
while they're online. Among
adults who are planning to buy a
car, 28.8% of those who go
online regularly listen to Radio
while online.
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Radio works with
other media to
influence decisions
on big-ticket
purchases |
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When you
go online,
do you
simultaneously... |
|
Regularly |
All |
Car |
Electronics |
Home
Imp. |
|
Listen
to
Radio? |
23.2 |
28.8 |
26.8 |
25.9 |
|
Watch
TV? |
40.1 |
42.7 |
41.9 |
38.0 |
|
Read
magazines? |
9.0 |
12.1 |
10.0 |
10.7 |
|
Read
the
newspaper? |
13.2 |
15.2 |
14.1 |
15.0 |
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Read
the
mail? |
25.4 |
28.4 |
27.2 |
25.0 |
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Engage
in
other
activities? |
23.3 |
30.2 |
27.7 |
25.5 |
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When you
read the
newspaper,
do you
simultaneously... |
|
Regularly |
All |
Car |
Electronics |
Home
Imp. |
|
Listen
to
Radio? |
15.8 |
19.7 |
18.4 |
17.8 |
|
Watch
TV? |
26.7 |
30.4 |
28.9 |
28.9 |
|
Go
online? |
9.5 |
14.1 |
11.6 |
9.1 |
|
Engage
in
other
activities? |
10.1 |
14.6 |
12.3 |
11.8 |
|
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When you
read
magazines,
do you
simultaneously... |
|
Regularly |
All |
Car |
Electronics |
Home
Imp. |
|
Listen
to
Radio? |
14.1 |
18.1 |
16.8 |
16.6 |
|
Watch
TV? |
21.5 |
24.6 |
23.8 |
22.0 |
|
Go
online? |
7.5 |
10.9 |
9.7 |
7.0 |
|
Engage
in
other
activities? |
8.5 |
12.4 |
11.1 |
10.2 |
|
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When you
watch TV, do
you
simultaneously... |
|
Regularly |
All |
Car |
Electronics |
Home
Imp. |
|
Listen
to
Radio? |
4.7 |
8.2 |
6.6 |
5.9 |
|
Watch
TV? |
26.6 |
28.7 |
29.4 |
25.6 |
|
Read
magazines? |
11.3 |
14.5 |
13.0 |
13.4 |
|
Read
the
newspaper? |
13.3 |
16.6 |
14.4 |
15.9 |
|
Read
the
mail? |
15.5 |
19.5 |
17.2 |
17.0 |
|
Engage
in
other
activities? |
18.2 |
22.0 |
20.7 |
20.9 |
|
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When you
read the
mail, do you
simultaneously... |
|
Regularly |
All |
Car |
Electronics |
Home
Imp. |
|
Listen
to
Radio? |
14.9 |
20.1 |
17.8 |
17.2 |
|
Watch
TV? |
22.9 |
26.8 |
25.5 |
23.8 |
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Go
online? |
11.1 |
16.6 |
14.1 |
10.9 |
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Engage
in
other
activities? |
10.6 |
16.2 |
13.1 |
12.6 |
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Source:
BIGresearch
Simultaneous
Media Usage
Survey
(SIMM9)-Dec 06;
Adults 18+ |
Consumer
Categories
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