Southern California Broadcasters Association to Host Exclusive Nielsen Audio Auto Research Meetings in Los Angeles and San Diego



The Southern California Broadcasters Association (SCBA) will be hosting two Auto Research Meetings for Southern California auto dealers, regional factory reps, ad agencies and the press in February. The meetings will showcase the recent automotive consumer research study conducted by Nielsen Audio entitled, “The Real Value of Southern California Radio to the Auto Industry”. The research study meetings will be held in San Diego, CA on Wednesday, February 6 and in Los Angeles, CA on Wednesday, February 20. A capacity audience is expected for both cities.

The Real Value of Southern California Radio to the Auto Industry” is a joint project of the SCBA and Nielsen Audio and reveals new information about today’s vehicle buyers that provides direct attribution between Radio advertising and vehicle purchase and key attributes consumers want from dealers. Consumer perceptions of auto Radio ads, effective Radio creative, Radio’s role in driving web searches, “auto intenders” and what they are listening for, as well as recall and active consideration of dealer ads. The research was conducted from in-depth interviews with 900 Southern California consumers.


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