Marketing and advertising insights for automotive suppliers

5 Ways Radio Ads Help Automotive OEM Suppliers Drive Home Their Message

5 Ways Radio Ads Help Automotive OEM Suppliers Drive Home Their Message

A cost-effective way for B2B marketers to target audiences and boost awareness.

For decades, I’ve heard that radio advertising is on the decline. However, the death of radio has been greatly exaggerated. More than 90% of all Americans (245 million people) listen to some form of radio every week, whether it’s commercial, streaming or podcasts. Radio’s still a great way to increase brand awareness. And it’s not just for mass audiences. For automotive suppliers and other business-to-business marketers, it can really be effective. Here’s why.

1. You can target your audience.

Different radio programming formats are segmented to vastly different audiences. That makes it easier for you to zero in on your target group. Automotive business owners, engineers and key decision makers? There are stations for that. And Detroit radio stations allow you to focus on the target-rich environment of Southeast Michigan.

2. You can pinpoint your timing.

Whether it’s the North American International Auto Show or the Woodward Dream Cruise, big industry events are great times to ramp up your media buy. A couple radio stations in the Detroit area also have regular automotive news segments during which you can advertise. You can even tailor the very end of your spot with timely information, like “now hiring engineers.

3. It’s cost-effective.

Compared to print and TV, radio is usually a better value. Radio is less expensive than most major media, allowing maximum reach and effective frequency. Radio spots cost less to produce than TV spots and most print ads, too.

4. It’s a mobile medium.

Radio reaches people at home, at work, at play and in cars. According to Automotive Fleet, American drivers spend an average of about 293 hours behind the wheel annually. That’s a captive audience, with a whole lot of decision makers and business owners listening in. And don’t underestimate the power of receiving a message inside the product it is intended for. Imagine hearing a radio spot about a new crash avoidance technology while you’re speeding down the highway at 80 mph heading home for dinner with the family.

5. You can stretch your creative legs.

Radio is theater of the mind. No expensive photo or video shoots necessary. For automotive suppliers big and small, you can be creative and cut through the clutter without breaking the bank. Want a gorilla driving the Oscar Meyer Weinermobile through Toyko, chased by a horde of the undead during the zombie apocalypse, to show off your advanced powertrain system? No problem.

Advertising, Media

Ernie Perich

As the owner and creative director of Perich Advertising + Design for more than 30 years, Ernie knows a thing or two about automotive marketing. He combines brand strategy with smart creative to help automotive suppliers strike a nerve. Contact

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