Why Aren’t Boomers Targeted?

Author: Annette Malave, SVP/Insights, RAB

Have you ever heard of Sutton’s Law? It’s based on the principle that when diagnosing something, you should first consider the most obvious. It is based on bank robber “Slick” Willie Sutton’s response to a reporter’s question: “Why do you rob banks?” His response? “Because that’s where the money is!” This same response could be applied to the question; “Why boomers?”

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Radio Drives the New Auto-Buying Process

Author: Annette Malave, SVP/Insights, RAB

As one of radio’s top-spending categories, the role that radio plays in the car, as well as car sales, remains a dominant force. Radio reaches consumers (or auto-buying intenders) while they are in their car – on their way to work or just running errands.

As the events of this past March progressed and many people found themselves homebound, things changed. However, the role that radio plays in driving traffic to auto dealer websites did not. Radio was effective at driving search for dealerships pre-COVID-19 and continues to do so today.

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The Rapidly Changing Consumer

Author: Annette Malave, SVP/Insights, RAB

As states are in various phases of reopening, consumers find themselves in various stages of their own phases. These phases continue to shift and change the behaviors that had once been routine to so many. In order to meet the challenges, needs and concerns of their customers, businesses will need to be nimble to best address and meet their customers’ expectations.

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Radio Has a Great Story

Author: Annette Malave, SVP/Insights, RAB

As states across the country locked down, it created massive shifts in behaviors and routines. We’ve all read about studies that have analyzed the shifts and the overall mood by people across the country. One thing was evident among all these studies – people are missing what they did every day.

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Navigating the New Auto Purchase Journey

Author: Annette Malave, SVP/Insights, RAB

Think of the last time you went to buy or lease a new car. What were the steps you took? How long was the actual shopping and buying process? If you are like most people, it took about three months to shop, and a lot of it was done online.

The greater question is, what impact will COVID-19 have on the auto purchase journey?

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Insights from The Infinite Dial

Contributor: Laura Ivey, Director of Research, Edison Research

The most telling image from The Infinite Dial 2020 presentation is a screenshot of our presenters, Edison Research SVP Tom Webster and Triton Digital President of Market Development John Rosso, leading the webcast with over 1,500 attendees from their respective homes. No one could have anticipated that our setup would be driven by social distancing precautions. Now seems like a most appropriate time to talk about the most recent findings on the “infinite dial” of podcasting, digital, audio, radio and social media that connect us all.

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