Lexus owners listen to news.

April 10th, 2008  |  Published in Advertising, Stump the Researcher, demographics

A loyal reader asks…For a presentation I’m doing, I need to know the correlation between the make and model of the car one drives, and the kind of radio stations one listens to. For example, do 50 percent of the drivers of Dodge Rams tune into country stations?

There was a great study done by Scarborough Research in combination with the Radio Advertising Bureau that looks at domestic and foreign vehicle ownership. Here is a brief summary of some interesting points.

Domestic Vehicles

Radio Format Profiles

Total US Adults

Brand Owner

Index

Country

21%

Ford Owners 24%

119

Country

21%

Dodge Owners 26%

128

Country

21%

Chevrolet Owners 26%

126

News/Talk/Info

20%

Chrysler Owners 23%

115

Classic Rock

11%

Jeep Owners 13%

121

Foreign Vehicles

Radio Format Profiles

Total US Adults

Brand Owner

Index

All Sports

6%

Toyota Owners 7%

127

Alternative

6%

Honda Owners 9%

138

Rhythmic CHR

9%

Nissan Owners 12%

136

Album Oriented Rock

5%

Hyundai Owners 7%

155

All News

5%

Lexus Owners 11%

219

All News

5%

BMW Owners 10%

185

If you’re so inclined, you can read the whole report here.

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