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2013 Automotive Advertising Outlook - Product Image

2013 Automotive Advertising Outlook

  • ID: 2626873
  • July 2013
  • Region: United States
  • 26 Pages
  • Borrell Associates Inc

With car sales up 8% this year, auto manufacturers and dealers are forecast to spend $32.8 billion on advertising, 2% more than last year. The big beneficiaries: Online media, where spending is trending 18.7% higher, and Direct Mail, up 22.9% as manufacturers work harder to drive leads to dealers.
For the first time, new and used-car dealers will spend more on online media than on all other media combined – including TV.

This 26-page report includes 21 charts and tables, including a page of conclusions and recommendations. A five-page appendix details ad spending by size of dealership, with breakouts for co-op advertising expenditures, and detail on retail and wholesale used-car transactions. Chapter 1 offers an info-graphic showing how digital media has compressed the longstanding car-buying funnel into a shot glass, where consumers spend half as much time looking for a car as they did five years ago, and spend almost all of that time in social and other digital media.

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EXECUTIVE SUMMARY

CHAPTER 1: A Very Good Year
Fig. 1.1 New Vehicle Sales, 2001-2018
Fig. 1.2 New Shape of Car-Buying: The Shot Glass
Fig. 1.3 Plan to Buy/Lease New Car during the Coming Year vs. Actual Cars Sold, 2004-2013
Fig. 1.4 Used Car Dealers, 2000-2013

CHAPTER 2: The Big Shift in Advertising
Fig. 2.1 Total Auto Ad Spending, 2009-2013
Fig. 2.2 How Auto Co-op works
Fig. 2.3 How 2013 Projections for New Vehicle Ad Spending
Fig. 2.4 Projected 2013 Ad Spending by Auto Dealers
Fig. 2.5 Franchise Auto Dealer Ad Spending, Including Co-op, 2011-2013
Fig. 2.6 Total Auto Dealer Association Ad Spending, 2011-2013
Fig. 2.7 Projected 2013 Auto Manufacturer Ad Spending – With and Without Co-op
Fig. 2.8 Total U.S. Auto Manufacturer Ad Spending by Media Choice, 2010-2013
Fig. 2.9 Total Private Party Car Sales Advertising Spending, 2010-2013

CHAPTER 3: Online Ad Spending
Fig. 3.1 Total 2013 Auto Industry Digital Ad Spending by Advertiser Category
Fig. 3.2 2013 Auto Industry Digital Ad Spending – Share by Media Choice
Fig. 3.3 Total Franchised Auto Dealer Online Spending, 2011-2018
Fig. 3.4 Total Independent Auto Dealer Online Spending, 2011-2018
Fig. 3.5 Total Dealer Association Online Spending, 2011-2018
Fig. 3.6 Total Manufacturers Online Spending, 2011-2018
Fig. 3.7 Auto Manufacturer Facebook Followers, in Millions
Fig. 3.8 Time Required to Respond to a Facebook Post by Auto Manufacturers, in Hours

CONCLUSIONS

APPENDIX A:

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Note: Product cover images may vary from those shown

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