Why Digital Car Sellers Still Need Radio.

As online car shopping continues to expand, new entrants in the automotive market are confronting challenges in building awareness and credibility in a sector long dominated by traditional dealership models. A recent Brand Lift Study conducted by Katz Radio Group examined how localized radio advertising affects consumer perceptions in two major markets, focusing on awareness, consideration, and brand image among auto purchase decision-makers.

The findings indicate that online vehicle purchasing is becoming increasingly common. Nearly one in four respondents said they had already bought a vehicle online, reflecting a growing level of comfort with digital-first automotive transactions. Despite this shift, the study found that awareness and trust remain significant barriers for online auto retailers seeking to expand their customer base.

Radio advertising appeared to play a key role in influencing consumer behavior. Among those exposed to radio ads, 79% reported they would be likely to consider the advertiser when shopping for a new or used vehicle. The results suggest that radio can move consumers beyond initial awareness into active consideration, an important step in a category characterized by long decision cycles and careful evaluation.

The study also found that radio maintains broad and consistent reach among potential car buyers. According to the data, 86% of respondents listen to AM/FM radio at least once a week, with listening occurring at various times throughout the day, both in vehicles and at home. This level of exposure allows advertisers to reinforce messaging over time, supporting sustained brand-building efforts as consumers research and compare automotive options.