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% |
|
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.

