This study looks in detail at the nature of listening in the car, and the characteristics of the in-car audience.
The in-car audience is particularly valuable for advertisers, partly because of its size and composition, but also because of the special nature of the in-car listening context. In-car listening accounts for about 15% of all radio listening. Over 21 million people listen in-car every week, and this rises to 25 million in a month. Commercial Radio is dominant over the BBC when it comes to listening in-car. This is partly because in-car listeners are far more likely to be part of the Commercial Radio Generation, i.e. people under 44.
Increase loyalty to brand/ gain awareness/ drive penetration
The in-car listening audience The in-car listening audience shows a strong skew towards upmarket, young-to-middle-aged men a valuable audience group that tend to be very light commercial TV viewers.
Qualitative research reveals the in-car listening environment to be especially important. Listening is more focused, listeners feel like a captive audience, and use radio as a mood changer or enhancer.Despite high levels of equipment common in cars these days, station switching levels are remarkably low. Regardless of available pre-sets, over a third of drivers do not station
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The car is a unique environment for radio listening. It is a very personal space, and one where the driver is more acutely aware of radio output.For drivers to and from work, radio is much more important than at any other time, and is listened to more intently Advertising on radio is accepted but can be a cause of switching occasionally, after much repetition Radio meets, in the car, much more intensive needs than in any other situation, spanning the gamut of emotional, mood enhancing/changing, entertainment and information