RESEARCH: The Inside: Motoring - surveying Bauer consumers
Provided by Bauer Media
The Inside is our exclusive panel of 15,000 Bauer Media consumers, researching key categories.
What was the Challenge / Background of the Campaign?
The Inside is our exclusive panel of 15,000 Bauer Media consumers aged 16+ recruited from across our portfolio of brands including FHM, Heat, More, Kerrang!, Kiss, Magic, Empire and Grazia. We research key categories to bring you in-depth insight throughout the year. The first of our key category deep-dives this year is on motoring.
What was the Solution?
Our survey covers 30 leading car manufacturers and reveals who came top in the 'cool', 'luxurious', 'innovative', 'family friendly', 'safe' and 'young' categories. Manufacturers include: Audi, Renault, Jaguar, Vauxhall, Mini, Alfa Romeo, Peugeot, Citroen, Volvo, Fiat, Porsche, Nissan, Ford, Kia, Skoda and BMW amongst a host of others.
What were the Results?
- 44% of Bauer Radio listeners are thinking about buying a car in the next 12 months, and 20% of those are thinking about buying a new car
- Our listeners plan to spend £9k (on average) on a new car
- Despite the rising cost of fuel, over a third of our listeners say they will drive just as much
- Understanding of greener motoring is developing, as is consideration to buy. A third of our listeners would consider a hybrid car next time round.
What were the Key Learnings of this Campaign?
Our Bauer Passion Portfolio listeners describe radio advertising as 'Creative and Quirky'. Our Bauer Place Portfolio listeners describe radio advertising as 'Entertaining'.