November Posts Solid Auto Sales, Will More Radio Advertising Follow?
December 2, 2011 at 3:52 AM (PT)
In what could be good news for radio if auto sales translate into auto advertising, TOYOTA experienced its first monthly sales increase since APRIL, and joined CHRYSLER and NISSAN in exceeding analysts' estimates.
THE NEW YORK POST reports, "TOYOTA deliveries rose 6.7% in NOVEMBER to 137,960 cars and light trucks, the automaker said in a statement. CHRYSLER sales soared 45% to 107,172 and NISSAN increased 19% to 85,182. FORD and GENERAL MOTORS, boosted by demand for F-SERIES and SILVERADO pickups, also posted gains."
Auto has traditionally provided radio with major advertising dollars, but in the most recent MEDIA MONITORS survey, only CHRYSLER-JEEP-DODGE was among the Top-10 advertisers, coming in at #9. (NET NEWS 11/28). No other car manufacturer was in the Top-10 for the previous week as well.
"Four of the six largest automakers by U.S. sales beat expectations, boosting industry sales to a 13.6 million seasonally adjusted annualized rate, according to AUTODATA," added THE POST. "The pace exceeded the 13.4 million average estimate of 14 analysts surveyed by BLOOMBERG and is the best month since sales were helped by 'cash for clunkers' in AUGUST 2009."