It was thirty years ago when Get Outta My Dreams, Get into My Car" was recorded by Trinidadian-British sing Billy Ocean. The song, based on a line in the Sherman Brothers' hit "You're Sixteen”, was a favorite with top-40 & urban stations and peaked at #1 on the Billboard Hot 100 in April 1988 for two weeks. This powerful pop song raced up the charts fueled by radio’s ability to reach consumers – especially in their cars!
Now Edison Research has released a study that radio listening is most likely to happen in vehicles than anywhere else? Radio sellers everywhere know this, especially if you commute on Georgia 400 in the ATL each day! In cities big and small radio has always known this fact and used it to help retailers gain more customers.
So how did radio get into our cars?
It began in 1930 when Paul and Joseph Gavin developed the first dashboard radio for cars and
called it the “Motorola.” Since the beginning, radio has “driven” its audience through our love of freedom and our cars! From family vacations in the 1950s to cruising in the 60s to the “Fast & Furious” series of films in the 2000s, radio has always been the soundtrack for our mobile society.
Edison found that more than half of consumers listen to radio in their cars and no other location. This might seem a disappointment, since radio LOVES to show it has 93% of all Americans listening ever week but bear with me. This is actually an-unbiased fact that you can use to tap into the number one revenue source, digital, that will grow another $50 Billion by 2021!
Think about it, half of radio listeners, in their cars driving past stores and 8 out of 10 of them carrying a smart phone?!! My sales team would have this study in front of every one of our best clients in the next two weeks! Now your client's sales message on your stations can also
be backed up by Digital Direct Mail, 8 Key Digital Assets and Click Cricket to surround these “consumers” with a message to visit your client’s store! Once consumers take an action, a click, search or store visit, you can now prove it to your client on their own dashboard!
Who would have thought that Billy Ocean’s #1 song from 30 years ago would be a sales training tool today!
It's all about finding the right story to make your clients LOVE to buy more than just radio from YOU!
Here is a re-post of Edison Research findings:
According to Edison Research, consumers are more likely to listen to audio in their vehicles than in any other location, including their homes. Edison says the automobile is by far the most popular place for people to listen to AM/FM radio.
More than half of all Americans age 13 and older report listening to radio in their cars on any given day, according to Edison’s Share of Ear study, which shows that 54% of all people who listen to radio on any given day listen in their cars and in no other location.
The younger a radio listener is, the more likely they are to listen to broadcast radio exclusively in the car, and in no other location. Nearly two-thirds of those aged 13-34 who listen to AM/FM radio on a given day listen in the car and nowhere else.
The Edison Research team will be at the Radio Show in Orlando next month hosting a session called “Miles Different: In-Car Audio 2018.” Edison’s Larry Rosin will summarize data from Share of Ear, Infinite Dial, and a unique tracking survey performed with NPR, to show the state of in-car audio today.