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Agencies and marketers show greater interest and willingness to pay for in-car visuals that accompany AM/FM radio ads

Apr 27, 2023 | News, Studies

In 2021 and 2022, the Cumulus Media | Westwood One Audio Active Group® commissioned Advertiser Perceptions to survey 300 media agencies and advertisers on their awareness, interest, and willingness to pay for in-dash visuals that sync to AM/FM radio ads.

  • Greater awareness: Advertisers and agencies were shown a photo of an in-dash visual associated with an AM/FM radio ad and asked, “How familiar are you with this new vehicle technology that shows an advertising message and logo on the in-car radio display that syncs to the radio ad?” Those who say they are somewhat familiar or very familiar has grown from 39% in 2021 to 52% in 2022.
  • Increased interest: Agencies and Advertisers were probed, “How interested are you in the ability to display visuals that sync to radio ads through in-car radio displays?” Those who are “somewhat interested/very interested” grew from 64% to 74%.
  • More willingness to pay: Clients and agencies were queried, “How much on top of a typical radio buy would you be willing to invest in this new in-car visual display capability?” In 2021, marketers and media agencies felt 12% was a fair price increase to pay for in-car visuals. In 2022, this grew to 14%.