Case Study: Ken Garff Automotive Group drives purchase consideration with Nielsen Campaign Effect

Local Broadcast Ad Campaign Drives Consumer Engagement for Auto Dealer

Ken Garff Automotive Group, a regional auto group with sales over $1.5 billion, wanted to increase brand awareness and drive sales in the competitive Salt Lake City DMA. To reach potential car buyers and leasers ages 18+, the company ran a combined local TV and radio campaign and used Nielsen Campaign Effect to measure awareness, favorability, recommendation, and purchase intent.

Nielsen found that the local broadcast campaign improved results across the funnel. Compared with control, exposed consumers showed unaided awareness up 91%, aided awareness up 13%, favorability up 34%, recommendation up 45%, and consideration up 70%, with purchase consideration increasing 70% after exposure to both local TV and radio ads.

Ken Garff Automotive Group