A new generation of in-car radios from Xperi’s HD Radio can sync an advertiser visual with its over-the-air radio ad. Listeners are noticing, with impressive results. The same technology that powers the album artwork display on radios in the car can show a static visual from an advertiser.

Previous lab tests conducted by Nielsen found that the combination of the in-car visual with the over-the-air radio ad generates a major improvement in advertising recall and impact.

To learn more about the impact of an advertiser visual in the in-car display, a major retailer executed a national radio advertising campaign that utilized a visual synced to their radio ads. Westwood One commissioned a study with MARU/Vision Critical of 474 adults 18+ whose primary vehicle has an Xperi HD Radio with “Artist Experience” to see how the campaign performed. Here are some key findings:

1. Heavy AM/FM radio listeners and those who spend the most time in their car regularly pay attention to in-car display screens. 64% of heavy AM/FM radio listeners say they regularly pay attention to their in-car display screen. Even more notable, the more time consumers spend in the car, the more they pay attention — 68% of those who spend 11+ hours weekly in the car regularly pay attention to the display screen.

2. Heavy AM/FM radio listeners recall seeing visual information from in-car display screens about the advertiser whose AM/FM radio ad was playing. Two-thirds, 66%, of heavy AM/FM radio listeners say they have frequently or occasionally seen advertiser names or logos on their in-car radio display screens.

3. Consumers who regularly viewed their in-car display were more likely to recall the advertiser’s radio ads. The combination of the in-dash visual and the AM/FM radio ad grows advertising recall. Overall, 50% of all consumers said they recall ads for the retailer. An impressive 66% of regular in-dash radio display viewers could recall the retailer’s AM/FM radio ads, a 30% improvement.

4. Those who recall the retailer’s in-car visuals were more likely to visit the stores. 75% of those who remember the AM/FM radio ad overall said they had visited or intended to visit the retailer. Among those who recalled seeing the in-car visual synced to the radio ad, 84% said they had visited or intended to shop at the retailer, a +12% lift.

5. Recall for the products advertised in the AM/FM radio ad was stronger among heavy radio listeners and those that spent a lot of time in visual display vehicles. 64% of heavy AM/FM radio listeners who recalled the major retailer’s advertising remembered the specific service featured in the ad. 63% of regular in-car display viewers could recall the correct messaging.

The combination of sound and visuals is powerful. Advertisers like the retailer who want to make an even deeper connection with consumers can use the changing technical landscape of the car to make smarter integrations with audio and visual imagery.

Key takeaways:

• Heavy AM/FM radio listeners and those who spend the most time in their car regularly pay attention to in-car display screens.
• Heavy AM/FM radio listeners retain seeing visual information from in-car display screens about the advertiser whose AM/FM radio ad was playing the most.
• Consumers who regularly viewed their in-car display were more likely to recall the advertiser’s radio ads.
• Those who recall the retailer’s in-car visuals were more likely to visit the stores.
• Recall for the products advertised in the AM/FM radio ad was stronger among heavy radio listeners and those that spent a lot of time in vehicles with the visual displays.

Pierre Bouvard is Chief Insights Officer at CUMULUS MEDIA | Westwood One.

Contact the Insights team at CorpMarketing@westwoodone.com.