Commentary

Gen Z Is Bent On Wheels: And They Are Heavily Exposed To Newspapers

Newspapers rank second, just behind podcasts, in influencing young car buyers. 

Of 18+ adults who plan to buy or lease a new vehicle in the next year, 29% say they are heavily exposed to newspapers, according to The Media Audit's report, The Media Day Analysis for Heavy Exposure to Media.

Podcasts influence 29.2% of people in that category, pulling a media index score of 207, compared with 205 for newspapers.

Other media platforms rank lower in influence, including direct mail (24.7%), radio (22%) and outdoor advertising (20.5%). 

“This data reinforces the enduring power of newspapers as a trusted and deeply engaging medium for consumers making high-value purchasing decisions,” says Phillip Beswick, CEO of The Media Audit. 

The result is that, for “automotive marketers, newspapers remain a strategic and results-driven choice to reach informed and motivated buyers,” Beswick adds.

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Of course, this can be challenged. For one thing, how much is Gen Z really into car buying? People in that age group are turned off by the cost, the insurance rates and even the danger that can come with driving, This Week observed last July. 

Thus, people in that cohort are less likely to be attracted by the glamour of car ownership than their elders. And how can they manage, given real estate rental costs and student loan payments?

Moreover, is there any direct attribution showing that newspaper ads influenced them to buy? Why are newspapers being stressed when podcasts have an edge? 

Still, publishers should leverage these findings. The study notes that newspapers have strong penetration among high-value buyers intending to spend over $50,000 per vehicle. Surely, they can help drive some sales.
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