Automotive Digital Marketing

Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders

Loading... Be Patient!

Auto Advertising: Broadcast, Print Still in the Mix

While headlines for our annual Automotive Advertising Outlook focus on car dealers’ continued infatuation with digital media, perhaps the most profound statement appears at the end of the report, in the Conclusions:

“Let’s set something straight. Automotive advertising hasn’t completely disappeared from newspapers and radio, and it’s still a healthy part of TV and direct mail. In fact, we could have begun this report as follows: ‘Despite the ballyhoo of all things digital, auto marketers still find analog media so attractive that they’re spending nearly half of their ad budgets there.’ ”

Perhaps it’s just inertia? Maybe car dealers are just slowly easing out of old habits and will eventually put 100% of their budgets in digital media.

Not likely. I spoke recently with several local auto dealers and the head of a large automotive agency, and they all had the same story: They don’t foresee abandoning print or broadcast media; they’re just seeking the optimal mix. One, in fact, significantly increased its direct mail spending this year to complement a TV campaign.

Below are this year’s actual ad budgets for two dealerships – one with more than 1,000 employees, the other with about 200. Digital media account for roughly half their budgets, but newspaper and TV spending account for 38% to 40%. Both dealerships seemed fairly sophisticated in their analysis of advertising ROI, so we’ll have to assume that TV and newspapers – and direct mail and radio for that matter –work pretty well for them.


Source: Borrell Associates, Nov. 2014

Unfortunately, this doesn’t mean broadcast and print managers can relax. Dials are still being adjusted to find that optimum mix. Great research last year from Advertising Age with help from the Temerlin Advertising Institute showed that social media does a lousy job of changing perceptions, while TV does a lousy job of generating awareness of new product lines or extensions. It also showed that both TV and print media did a far better job of creating “branded engagements” than digital media. But hand in hand, newspapers, TV and digital media do a terrific job of influencing people to buy something better than any one of them alone.

Car dealers are beginning to find that appropriate mix. The successful media companies of the future won’t be the ones who blindly espouse the attributes of the media they happen to own while badmouthing the other. They’ll be the ones who understand how it all fits together.

Views: 80


Oops... You need to stop "Lurking" on ADM and become a more genuine Automotive Professional by completing your membership registration. As a registered ADM Member, you can post comments, publish your own articles (be a star!) and start Forum discussions. Stop being an online "Peeping Tom" and JOIN ADM RIGHT NOW!

Join Automotive Digital Marketing

Comment by Carl Maeda on November 18, 2014 at 10:38am

Even though we are a digital marketing company, I also highly doubt that most car dealers will put 100% of their ad budget in digital.  If we're talking about leads, you may get cheaper leads on digital but traditional advertising will bring in prospects with a higher profit margin.

Automotive Professional Network and Resource Exchange for Car Dealers, Managers, OEM and Marketing Practitioners seeking Best Practices.

ADM Sponsor

William B. Terry
Rated by Super Lawyers

loading ...

ADM Badge


Based On Your Interests...

ADM Consulting, LLC

Onsite/Offsite Combination ADM Consulting, LLC Professional Services
Select the maximum monthly investment you plan to make
Sign up for

Automotive Marketing Tools

Get ADM Toolbar

Click here to take the ADM Member Survey

Getting too many emails from ADM? Click mailbox below to control which types of alerts and updates you are sent......



ADM Professional Services
Phone Consultation
Topic or Issue:

Top Automotive Marketing Forum Discussions

Share the Best Content w/AutoMarketing Community

© 2020   Created by Ralph Paglia.   Powered by

ADM Badges  |  Report an Issue  |  Terms of Service, pub-1344093271332697, DIRECT, f08c47fec0942fa0, pub-1344093271332697, DIRECT, f08c47fec0942fa0