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.