2018 Outlook: Automotive Advertising Takes a Sharp Turn

  • ID: 4664025
  • Report
  • Region: United States
  • 32 Pages
  • Borrell Associates Inc
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Total Automotive Ad Spending this Year is Down 7.3%, to $34.4 billion. For 2019, a 3.4% Bounce-Back is Forecast

This 32-page report represents the author's annual assessment of U.S. Automotive Advertising. It projects national and local ad spending for 2018 and forecasts it for 2019 by Tier 1, Tier 2, and Tier 3 (manufacturers, dealer associations, and franchise dealers), as well as for independent dealers and private-party auto advertising. It includes 26 charts and tables and is the most comprehensive assessment of automotive advertising you'll find anywhere. A nine-page appendix provides all the underlying data in tables and charts, with long-range forecasts for automotive spending in 2023.

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Executive Summary

Chapter 1: The Backdrop: A Bleak Anniversary, A New Landscape

  • Figure 1.1 Historic and Forecast U.S. Car Sales, 2001-2023
  • Figure 1.2 U.S. Total Sales of New Cars vs. Trucks,* 2013-2018
  • Figure 1.3 Average Price Of New Vehicle Vs. Used (3 Yrs. Old), 2013 & 2018
  • Figure 1.4 2018 Total U.S. Projected Used-Car Sales, by Transaction Types
  • Figure 1.5 U.S. Total Independent Used-Car Dealer Locations, 2008-2023

Chapter 2: One Tough Year, and 5 More to Come

  • Figure 2.1: U.S. Franchise Auto Dealer Ad Spending Per Vehicle Sold, 2013 Vs. 2018
  • Figure 2.2 a: Total U.S. 2018 Projected New Car Advertising Spending
  • Figure 2.2 b: Total U.S. New Car Advertising Spending: 2018, 2019 & 2023
  • Figure 2.3: Who Manages Dealers’ Digital Marketing Efforts?
  • Figure 2.4: Percentage of Car Dealers Using Each Marketing Channel
  • Figure 2.5: What Auto Dealers Spend on Each Medium
  • Figure 2.6: 2018 Projected U.S. Total Auto Dealer Ad Spending
  • Figure 2.7: New Car and Used-Car Media Use Percentage
  • Figure 2.8: U.S. Total Auto Dealer Ad Spending, 2015-2018
  • Figure 2.9: U.S. Total Auto Dealer Association Ad Spending, 2015-2018
  • Figure 2.10: Total U.S. Auto Manufacturer Ad Spending, 2015-2018
  • Figure 2.11: U.S. Total Private-Party Auto Ad Spending, 2015-2018

Chapter 3: An Unwavering Focus on Digital Marketing

  • Figure 3.1: ‘Advertising’ vs. Digital Services Budget for Typical Car Dealer
  • Figure 3.2: Building Direct-to-Consumer Communications
  • Figure 3.3: Comparative 2018 Total Online Ad Spending by the U.S. Auto Industry
  • Figure 3.4: Total U.S. Automotive Digital Ad Spending by Format
  • Figure 3.5: U.S. Franchised Auto Dealers, Online Ad Spending by Category, 2016-2023
  • Figure 3.6: U.S. Independent Auto Dealers, Online Ad Spending by Category, 2016-2023
  • Figure 3.7: U.S. Auto Dealer Associations, Online Ad Spending by Category, 2016 - 2023
  • Figure 3.8: U.S. Auto Manufacturers, Online Ad Spending by Category, 2016-2023

Chapter 4: Promotions: The Other Side of Marketing

  • Figure 4.1: Total U.S. Auto Dealer Promotions Spending, 2017-2018
  • Figure 4.2: Total Online U.S. Auto Dealer Promotions Spending, 2017-2018
  • Appendix A: Automotive LA$R
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