Auto Advertising: 2010 Outlook - Running On Empty
Borrell Associates Inc, November 2009, Pages +: 18
This report is based on Borrell Associates’ Automotive Table (Table A) which monitors the pulse of local ad spending by U.S. auto dealers, dealer associations, and manufacturers. Updated quarterly, the Automotive Table is compiled from numerous data sources, including:
- Dun & Bradstreet.
- The National Auto Dealer Association (NADA).
- The National Independent Auto Dealer Association (NIADA).
- Mannheim Auctions.
- Scarborough Research.
- Internal Revenue Service (IRS).
- The Bureau of Transportation Statistics (BTS).
- The Bureau of Labor Statistics (BLS).
- The Television Bureau of Advertising (TVB).
- The Newspaper Association of America (NAA).
- Annual and quarterly Financial information from General Motors, Chrysler, and Ford.
The Automotive Table is used to understand the amount of local advertising spend in your local market. It is used to improve and increase auto ad sales and to understand the local ROI in this important business vertical.
The Automotive Data Table (Table A), U.S. numbers, Q309 is also available. Please contact us for further information.
INTRODUCTION
EXECUTIVE SUMMARY
CHAPTER 1: New Car Ad Spending Outlook
Fig. 1.1: Average New Vehicle Sales per Dealer, 2000-2010
Fig. 1.2: U.S. New Vehicle Sales in Millions, 2003-2010
Fig. 1.3: Projected 2009 Ad Spending per New Vehicle Sold, by Dealership Employee Range
Fig. 1.4: Average Dealer New Vehicle Ad Spending per Location, 2008 - 2010
Fig. 1.5: U.S. Total New Vehicle Ad Spending, 2008 - 2010
CHAPTER 2: Used Car Ad Spending Outlook
Fig. 2.1: U.S. Total Used Vehicle Ad Spending, 2008 -2010
Fig. 2.2: Car Sales Share of Total Dealer Revenue
CHAPTER 3: Auto Ad Spending Online
Fig. 3.1: Online Ad Spending Supporting New and Used Vehicle Sales, 2008-2010
Fig. 3.2: Dealer Perceptions vs. Study Results – Information Source Leading to Walk-in Traffic
Fig. 3.3: Online Auto Ad Spending by Category, 2008-2010
Fig. 3.4: National and Local Shares of Online Ad Formats Spending for Auto Sales Compared, 2008-2010
Fig. 3.5: CBSAs showing Highest and Lowest Online Auto Ad Spending in 2009
APPENDIX A – Sample Automotive Data Table (Table A) available as a separate download
APPENDIX B – 2009 Online Auto Ad Spend Projection for 900 CBSA markets available as a separate download
COMPANY PROFILE
There is no doubt about it, 2009 has been a wretched year for the people who sell cars, and for the media companies that help them. Between the general economic tailspin and the ongoing transformation of the media landscape –
- New-car sales are down 39 percent from 2005
- Only 20,000 dealers are left to sell them
- At least four factors are combining to keep dealer ad spending down
- Smaller dealers are being squeezed out of the market by economies of scale
- Automotive ad spending is down 16 percent this year over last
- Newspapers and television have been hit the hardest
But there are signs of recovery – and permanent change – ahead
- 2010 will be better than 2009 for new car marketing – although not by much
- Dealerships are getting leaner
- Cars sold per dealership are heading up
- Manufacturer co-op spending is turning the corner and will begin to rise
- Independent dealers are nding new sources of revenue
- Large dealers will continue to gain share in the used-car arena
- Online “ad spend” will surpass all media for new-car advertisin
The Web is having a profound e ect on automotive advertising, as it is in so many industries. Within online automotive advertising, major trends are emerging that guarantee no return to the good old days. Revenue from display banners, pop-ups and classi ed listings is dropping 20 percent this year, while spending by auto marketers on e-mail and social networking campaigns is growing by 20 percent; a cross-over is expected next year. However, it is streaming audio and video that will show the most growth this year and is positioning itself for “break-out” growth in 2010.
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