Auto Ads Drive Local TV Ad Sales

by , Dec 7, 2012, 10:36 AM
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Chrysler-tv-ad-ALocal TV stations continue to tout their advertising strength and sales performance for automakers -- something they will need headed into 2013.

The TVB, the TV stations' advertising marketing group, says TV continues to be the best driver of automotive marketers -- and local TV stations the biggest ad category.

For example, it says from January through September 2012, Chrysler committed 36% of its ad budget to local TV and saw a 14% boost in November unit sales versus November 2011 levels. Likewise, Honda increased its local TV ad spend by 38% and garnered a 39% sales bump.

Subaru spent 95% more to spot television and was rewarded with a nearly 60% rise in November sales over last year.

The TVB, using Kantar Media data, says automotive advertising was up 16% for $1.3 billion for the first six months of the year.

The group also says 43% of the "purchase" factor for automotive sales came from local TV advertising, with all Internet advertising (which includes all online usage except for email) at 12%, and newspapers at 6%.

Projections are TV stations will take their usual dip in non-political, non-Olympic year coming in 2013.  Interpublic Group's MagnaGlobal estimates local TV advertising will shrink 9%.

Through the first six months of 2012, total local spot TV was at $7.4 billion, up 3.5% over the same period a year ago. According to Kantar Media, TV stations pulled in $15.6 billion for 2011.

1 comment on "Auto Ads Drive Local TV Ad Sales".

  1. John Watkins from Watcom
    commented on: December 10, 2012 at 12:26 p.m.
    Auto ad may drive local tv sales but when one comes on my tv I either mute the sound or change channel. Other than giving me a car none of my local car places is driving me to them. I'm looking for low cost high quality and there isn't much that can be said in 30 or 60 seconds that is going to make me run right down to my local ford/chevy/dodge/honda/vw/porsche/volvo/ to buy my car right now. Use the money to lower your prices instead.

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