Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
While reading Bloomberg.com a couple of days ago, I came across an interesting article by Sarah Rabil that examined the rebound in local TV advertising from automotive dealerships. Rabil discussed trends from the first quarter of this year and how they compared to last year, with excellent news to report.
According to her story, spending is WAY up compared to this time in 2009. Her analysis suggested that we could see a return to the high level of spending seen in 2008 as soon as 2012. Rabil cited a rise of 16 percent in local TV broadcast revenues over the previous year, in stark contrast to the 20 percent or better drop the TV industry saw in 2009.
In dealing with our automotive clients, the last 18 months have been tumultuous to say the least. Although Blue Dog did have clients that suffered due to the contraction manufacturers, we were lucky enough to have the majority of our clients prominently on television, and we’ve been able to help many thrive even in these difficult times.
Dayton, Ohio is an upper middle-sized Nielsen market, currently ranked as Market 65, with a lot of car dealers in Southwest Ohio competing for their slice of the car buying public. At Blue Dog we have a simple philosophy for our automotive clients – keep a strong presence when times are good, dig in when times get tough and always maintain a strong on air presence.
In case you forgot... the public has a short memory. And when it comes time to buy or lease a new vehicle, if a dealership's name is not at the top of a buyer's mind, the competition will win every time. Combining this automotive advertising strategy for our clients, and our buying power and experience, has enabled Blue Dog to set the pace in local markets and allowed our clients to prosper in the face of economic adversity. It can always get better, but it sure could be a lot worse.