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"The amount of time some people spend with radio may be a driver for radio's strength" commented Jordan. "Our research shows that people planning to purchase a vehicle in the next 12 months tend to be more financially optimistic than the general market."
- 52% of planned vehicle purchasers are financial optimists
- With the general market at only 36% being financial optimists
- Financially optimistic people tend to be heavier radio listeners
- Study based on: 68,401 adults interviewed in 87 markets in 2012
- Source - The Media Audit