Radio remains the last media to reach consumers before purchase.


Guaranty Media’s four radio stations are an excellent way for your business to reach a consumer before they enter your business. According to this Westwood One Blog:

When Americans are about to make a purchase, it’s likely they are in the car with the radio on. Radio listening correlates highly with people making purchase decisions.

That’s a key finding from Starcom Mediavest Group’s recent report, “Reaching Consumers during the Purchase Process.” The study examines consumers’ media usage immediately prior to a purchase.

Starcom partnered with RealityMine, the company that fuels the syndicated TouchPoints cross-platform research service. In the study, each panelist uses an opt-in eDiary that collects information on location, social settings, activities, media usage, and emotions every half hour, and passively tracks the activities of mobile device usage.

The chart below shows the correlation between media usage and purchase decisions. Audio has high numbers, indicating a strong relationship between audio ad exposure and purchase decisions. Audio and out-of-home media (billboards) are most closely related to purchase decision-making.
The report says: Despite being one of the oldest advertising media forms around, it is clear that radio — and all forms of audio — will continue to play an important role in the decision making and purchase process.”


Westwood One.Com


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