by Kathy Crosett | 3 minute read
Are You Ready for the Brave New World of Auto Advertising?
Your local auto dealers may be anxious to see 2018 in their rear windows. After selling 17.25 million new vehicles last year, dealers will find it difficult to achieve those same levels this year. Auto advertising is also undergoing huge changes. Spending is down this year, and manufacturers have adjusted how they’re handling co-op advertising.
Spending LevelsBorrell Associates, in their new auto advertising outlook report, expects total auto industry ad spending to come in at about $34.4 billion for the year. That’s a serious drop from last year’s numbers. In percentage terms, here’s what the change looks like for 2018:
- Spending by dealers: -6.6%
- Spending by dealer associations: 0%
- Spending by manufacturers: -9.5%
- Broadcast TV -27.7%
- Cable +13.2%
- Cinema +3.1%
- Direct mail -12.0%
- Newspapers -8.4%
- Online -3.9%
- Other Print -18.5%
- Out-of-home -12.8%
- Radio -10.0%