AM/FM radio has a history of proven results in the auto industry. In January of 2017, we released a case study demonstrating the massive $21 return on ad investment for every $1 invested in radio for an auto aftermarket retailer.

Last July we looked at another case study that illustrated AM/FM radio’s impact on brand recognition, images, and ad recall for an auto shocks and struts manufacturer.

Today we are releasing results from a case study for another auto aftermarket brand, Rain-X, the windshield wiper manufacturer. Rain-X worked with Westwood One and MARU/Vision Critical to measure the awareness and brand images of Rain-X as well as how AM/FM radio could help the brand drive sales.

The national survey of auto aftermarket shoppers took place this past February following a three-week AM/FM radio campaign running in January 2018. Here are a few of our findings:

The more miles you drive, the more you listen to AM/FM radio

There’s a strong relationship between being in the car and listening to AM/FM radio. Drivers spend a lot of time tuned in. According to Edison Research, AM/FM radio has an 86% share of ad-supported audio in the car. On top of that, according to GfK MRI, among adults 18+, heavy AM/FM radio listeners drive 37% more miles per year than light AM/FM radio listeners. Of course, heavy drivers require more auto aftermarket products and services. Driving, auto aftermarket, and AM/FM radio listening go together.

Heavy AM/FM radio listeners frequently shop for auto parts and replace their wiper blades more often

For Rain-X, heavy AM/FM radio listeners make perfect sense as a consumer target. On average, heavy AM/FM radio listeners are replacing their wiper blades every 14 months. That’s 7% more often than the average American. Faster product turnover means more wiper blades sold.

Heavy AM/FM radio listeners also buy more wiper blade brands. On average, heavy AM/FM radio listeners have purchased 1.66 wiper brands in the last two years, 26% more than the average American consumer.

AM/FM radio drives ad recall and purchases for Rain-X

Advertising on AM/FM radio works for Rain-X. According to the results of the MARU/Vision Critical study, heavy AM/FM radio listeners are 48% more likely than the average American to recall Rain-X advertising.

Most importantly for an auto aftermarket retail brand, AM/FM radio drives purchasing and results at the register. 58% of heavy AM/FM radio listeners have purchased Rain-X products over the past several years, 21% more than the average American.

Key takeaways:

• Heavy auto aftermarket purchasers are heavy AM/FM radio listeners: the more miles you drive, the more you listen to AM/FM radio
• Heavy AM/FM radio listeners frequently shop for auto parts and replace their wiper blades more often
• AM/FM radio drives ad recall and purchases for Rain-X

Lauren Vetrano is Director of Content Marketing at Cumulus | Westwood One.

Contact the Insights team at CorpMarketing@westwoodone.com.