Audio Active Group Examines In-Car Visual Displays

RADIO ONLINE | Monday, June 17, 2024

Cumulus Media and Westwood One

This week's Cumulus Media | Westwood One Audio Active Group blog examines in-car visual displays utilizing data from a May, 2024 study of 305 national media agencies and advertisers conducted by Advertiser Perceptions. The study found in-car advertiser visuals have high appeal and growing awareness among advertisers as 80% of advertisers are interested in in-dash visual ads, up from 2021. 83% are interested in geographically targeted visual ads, also up from 2021.

• Advertisers are willing to spend 16% more on AM/FM radio buys that include in-car visual displays

• Associating a visual with AM/FM radio ads takes advantage of AM/FM radio's massive 86% share of in-car listening

• A majority of AM/FM radio listeners indicate their in-car radio display shows visuals with song name and artist

• Younger drivers and passengers pay the most attention to the in-dash radio display screen

• AM/FM radio listeners and younger consumers are interested in geographically targeted in-dash visuals and having sales/deals displayed on their in-car radio dash

• In-car radio dash visual ads lift purchase intent