AM/FM Radio Listeners Drive The Auto Aftermarket Business.

AutoZone and O’Reilly, consistently the biggest ad spenders among auto parts retailers, clearly understand the power of AM/FM radio to reach consumers. Findings from multiple research studies prove that power, as reported by an analysis of this data in Westwood One’s blog.

“Versus the U.S. average, heavy AM/FM radio listeners spend more annually in the auto parts category,” Cumulus Media/Westwood One Audio Active Group Chief Insights Officer Pierre Bouvard says, citing a Quantilope survey of 1,000 auto parts shoppers showing these listeners spend 26% more than the average shopper, with an average past-year spend of $790, higher than that of heavy podcast listeners, social media users or TV viewers.

Quantilope’s study also shows that all three of the most important auto aftermarket customers segments are more likely to be heavy AM/FM radio listeners. Ultra-heavy auto parts shoppers, who made 10 or more shopping trips in the past two years, are 29% more likely, with do-it-yourselfers 19%, and mega-milers, who clock 200+ miles per week, 48% more likely.

What are the best radio formats to reach those ultra-heavy auto parts shoppers? The study finds that more than half are tuned to rock, oldies/classic hits and classic rock, while close to half listen to adult contemporary, news/talk, top 40 and R&B/hip-hop.

Sports radio listeners are also frequent auto parts shoppers, with Quantilope showing 46% of ultra-heavy shoppers frequently or occasionally listen, vs. 41% of heavy, 36% of medium and 27% of light shoppers. “As auto parts shopping occasions increase, listenership to sports AM/FM radio surges,” Bouvard says.

The survey finds that more than half of ultra-heavy auto parts shoppers listen to NFL play-by-play AM/FM broadcasts, while 48% listen to NCAA college football, 43% to NBA coverage, and 42% to Major League Baseball. 

Bouvard’s advice, based on all the above? “Increase AM/FM radio’s allocation in the media plan. AM/FM radio is the ‘engine’ of auto aftermarket sales. Key auto aftermarket segments (mega-milers, do-it-yourselfers, and ultra-heavy auto parts shoppers) are heavy users of AM/FM radio.”