TV Still Strong In Auto Ad Metrics, Social Media Even Better

For the big automotive category, TV continues to offer strong brand awareness and purchase consideration -- especially for heavy TV users.

Add social media to the marketing mix and results are much better when it comes to purchase consideration -- a 29% increase, per a new report by Nielsen on automotive marketing.

This equates to 11% of heavy TV viewers who use social media when making a car purchase. Nielsen classifies heavy TV users as those who watch TV five days or more a week.

Even those who watch less TV five days or fewer a week are more inclined to purchase when they are exposed to social media automotive advertising -- at 9% of TV viewers, up 17% from those campaigns that only use TV.

According to Nielsen, although TV advertising shows a decline in ad recall over time -- decreasing 18% from initial exposure to the time when the person is currently searching for a car -- over a one-to-two year span, TV still has the highest recall: 71%, followed by magazines (25%), newspapers (22%), and radio and digital, at around 18%.

Nielsen looked at 34 brands and surveyed 11,955  persons ages 18+ from the second quarter of 2015 to first quarter of 2018.



1 comment about "TV Still Strong In Auto Ad Metrics, Social Media Even Better".
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  1. Ed Papazian from Media Dynamics Inc, October 18, 2018 at 12:13 p.m.

    Wayne, if I understand the Nielsen release, they did not measure actual ad schedules used by car advertisers or their audiences but confined themselves to people who claimed to watch TV at least five days a week---"heavy viewers?--and those who used social media. Therefore the finding that TV scored far better in awareness than other media may simply be a function of much heavier spending in TV. Also, the finding that there was a "lift" in purchase intent among heavy TV viewers who also used social media may be a function of the demos of such people compared to those who did not use social media and not necessarily to any advertising that appeared on social media.

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