Borrell Survey Sees Auto Advertising Rising 14% In 2012
May 2, 2012 at 3:51 AM (PT)
Here's something that might just make the sales department smile TODAY, as BORRELL ASSOCIATES is forecasting both national and local auto ad spending will rise nearly 14% in 2012, to $30.8 billion. Much of that, perhaps 40%, will be channeled toward digital media.
"CEO GORDON BORRELL said that the firm foresees the industry, including dealers and dealer associations, spending $11.9 billion on search buys and online banner ads, and trending toward repurposing manufacturers' agency spots for local video usage 'tailored to their own purposes,' reports ADAGE.
BORRELL's data tracked radio, TV, newspapers, cable, magazines, outdoor, cinema, online, direct mail, directories and telemarketing. The survey looked at auto ad spending patterns by manufacturers, franchised dealers, independent dealers, dealer associations and private-party sellers.
"Most of the automobile ad spending will occur in the MAY-to-AUGUST frenzy as dealers push MEMORIAL DAY, FOURTH OF JULY and LABOR DAY sales," noted ADAGE. "This differs significantly from other businesses, which tend to advertise in late spring and into the fall as the holidays approach."