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The studies related to tracking of listening habits of people using radio, the effect of using radio ads with visual display, and the results of ad campaigns by brands that used radio ads with the visual display are provided below.

RADIO LISTENING HABITS TRACKED BY GENERAL MOTORS:
GM implemented a radio tracking program in late 2017 where they monitored and recorded the in-car listening habits of 90,000 drivers. Ultimately, this type of data will allow advertisers to provide very targeted ads.

4G LTE Wi-Fi in GM vehicles, the technology that provides the driver with information on speed, gas consumption, and tire pressure, was used to track the radio listening habits of people.

The information collected was — what specific radio stations people listen to, and at what times, accurate locations, driving routes, etc.

The information about what is being listened to and what is being advertised in quite vague, and hence a proper correlation is hard to find.

As per the source dated October 2018, Saejin Park, the General Motors' director of global digital transformation said the results are still a work in progress.

The behavior of listeners was sampled every minute.

Some patterns were found, the radio choices were consistent in some situations like rush hour, storm, at the mall on the day after thanksgiving, etc.

The data might be used with GM's in-vehicle Marketplace that the people use for making purchases from their car through partners including Dunkin', Applebee's, etc.

GM's goal for targeted advertising — If a commuter usually stops at Tim Horton's restaurant, can he be influenced to stop at McDonald's if a new coffee drink there was advertised on the radio channel he is listening at the time?

 

STUDY ON RADIO ADS WITH VISUALS:

Westwood one commissioned a study with MARU/Vision to learn more about impact of radio advertising with visuals.

The more people spend time driving, the more they pay attention to their in-car display screens, 64% of heavy AM/FM listeners and 68% of those who drive for more than 11 hours per week pay attention.

 66% say they have seen advertiser logos on their screen during the ad.

Overall 50% of people could recall the ads from the retailer. 66% of people with in-car displays could recall these ads, which is a 30% improvement.

75% of those who recalled ads said they had visited or they had intended to visit the retailer, this number was 84% for those with in-car visuals synced to radio ads, which is a 12% improvement.

64% of those who recalled ads remembered the specific service featured in it. 63% of regular in-car visual display viewers said they recalled the correct messaging.


Among visual vehicle users 34% recall occasionally seeing the ad, same percentage of heavy AM/FM listeners.

Among visual vehicle users 28% never recall seeing the ad, compared to 21% of heavy AM/FM listeners.

Among visual vehicle users 22% recall frequently seeing the ad, as opposed to 32% of heavy AM/FM listeners.

Among visual vehicle users 15% recall rarely seeing the ad, as opposed to 12% of heavy AM/FM listeners.


STUDY OF ADVERTISING CAMPAIGNS USING RADIO ADS WITH VISUALS:

This study was done by Nielsen group. An article about the findings was posted by Rick Greenhut, Director of Broadcast Business Development at Xperi / HD Radio. The study itself was commissioned by Xperi.

In case of Bellmont Auto ad campaign, when the brand was shown on the display screen during the ad, 26% people remembered the dealer's name, as opposed to 4% of those who didn't see the name and only listened to the ad.

In case of Joe's Auto Dealership, the same figure went from 9% when it came to only listening to the ad, to 20% in case of radio ad with a display visual of brand name.

In case of Scott's Turf Builder, the same figure went from 19% in case of only listening to the ad, to 31% in case of radio ad with a display visual of brand name.