Radio fights back.

Rather than merely accepting the inevitability of the erosion of auto advertising on the radio, the Southern California Broadcasters Association (SCBA) commissioned a massive study by Nielsen Audio, “The Real Value of Southern California Radio to the Auto Industry.” The study shows a clear and direct relationship between radio advertising and vehicle purchases—pretty powerful persuasion, especially when paired with an earlier SCBA/Nielsen project, “The Local Path to Automotive Purchase.”