Couple that with the potential to demonstrate this capability live on the showroom floor using the HD Radio receiver in a new car, it represents a tremendous selling opportunity.Īnother segment of the Nielsen study tested a spot for Scotts Turf Builder run by Home Depot. But when the static image of the dealer’s name was shown on the digital in-car display, the recall percentage jumped to 26%! That’s a 550% lift in recall just by adding an image of the client’s name to a radio spot.Ĭonsidering that local auto dealers are among the top advertising categories for local stations, and a priority for these advertisers is brand name recall, stations are well-positioned to super-serve an auto dealer by demonstrating how Artist Experience can enhance the dealer’s brand recall. When respondents were asked the name of the auto dealership in the radio ad they just heard, only 4% of the group that just saw the picture of a radio remembered the dealer’s name. When looking at a key local radio advertiser category (car dealers), Nielsen saw a significant lift in unaided recall when the radio spot was accompanied by the car dealer’s logo, as seen below: The sample was split, with half exposed to national radio spots accompanied by the picture of a car radio, and the other half hearing the same spot but their picture of the car radio had a static visual of the client’s logo or a picture of the product itself. The study from Nielsen employed a national sample of car owners. In fact, Xperi commissioned a study from Nielsen that proved a significant uptick in unaided recall of the brand name when the radio spot was accompanied by a brand’s logo. The ability to pair a static visual with an advertiser’s message adds an additional level of effectiveness to radio’s already impressive ability to deliver for clients. You’ve probably noticed that some stations can already automatically pair album art with the appropriate song, creating an in-car visual experience that rivals what consumers are already used to seeing from their other digital media interactions. This capability, called “Artist Experience ®,” is a capability of HD Radio™ technology from DTS, a subsidiary of Xperi Corp.
This, and the millions of cars on the road already equipped with in-dash displays, provides broadcasters, advertisers and their agencies the opportunity to offer something never before available to radio stations: The ability to provide an image to accompany a client’s spot. will be required to come equipped with backup cameras and, by definition, screens in the dashboard to display those images. Starting next month, all new cars manufactured in the U.S. Wouldn’t it be great if a radio station could offer their biggest local auto dealer client the opportunity to increase their name recognition? How about enabling the agency for a home improvement chain to demonstrably enhance the effectiveness of their radio advertising? Federal legislation taking effect this May (and broadcasters’ investment in HD Radio technology) helps radio maintain preeminence in tomorrow’s dashboard while benefiting agencies and advertisers alike. Hear the app everyone is talking about- and welcome to the future of radio.Author: Rick Greenhut, Director – Broadcast Business Development, Xperi / HD Radio
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