Taco Bell and General Motors use connected cars to understand the impact of radio ads for consumers on the move

Geoffrey Precourt

Taco Bell, the quick-service restaurant chain, partnered with General Motors, the automaker, to better understand the impact of radio advertising on people travelling in cars.

General Motors (GM) is fulfilling its promise of delivering real-time, real-driver insights to brands that want to learn more about how consumers in transit respond to radio ads.

This curated information is particularly useful to enterprises like Taco Bell, a chain of Mexican-inspired quick-service restaurants (QSR), which conducted a trial study addressing how GM drivers in Columbus, Ohio responded to its audio messages.

“Radio is such a key channel for our business,” Sasha Wolfe, Taco’s Bell head/media, explained to delegates at the Advertising Research Foundation’s (ARF) online AUDIENCExSCIENCE  event.

“For the communication plans that we build, people are...

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