Consumer Insights: Radio and Pickup Trucks Rule the Road.


The National Automobile Dealers Association reports 76.4% of all new light vehicles sold during 2020 were light-duty, or pickup, trucks. It’s clearly a huge consumer audience for auto and truck dealers. Data from The Media Audit’s 62-Market 2020 Aggregate Survey reveals radio is the sidekick of pickup truck owners whenever they’re on the road.


The table below shows the primary age ranges of adults 18+ who live in a household that owns a pickup truck and their daily radio listening. Interestingly, it’s the youngest age group with the most daily exposure to radio and the largest with daily exposure of 60 minutes+.


“Many advertisers can benefit from the affinity between radio and pickup truck ownership, especially if they are targeting older Gen Zers and Millennials with products and services that align with pickup truck ownership,” said Jeff Stein, Vice President, The Media Audit. “Since light-duty trucks are the hottest vehicles in the market, auto dealers can efficiently engage with loyal pickup truck owners with a substantial commitment to radio.”


A different set of data points from The Media Audit’s 62-Market 2020 Aggregate Survey explores the same relationship between radio listening and pickup truck ownership. The data shows a very consistent pattern of radio listening by daypart of adults 18+ who live in a household that owns a pickup truck and the primary income brackets for those owners. Even the pickup truck owners with the largest incomes are listening at the same rate as those with the smallest incomes.


There’s no indication the popularity of light-duty trucks will decline soon. Once automakers and dealers can recover from the current microchip shortage and inventory challenges, many of those current households with a pickup truck will be driving to their favorite dealer – and listening to radio.

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