TNS Media Intelligence analysis of ad expenditure data for the second quarter led the Television Bureau of Advertising to conclude that the more carmakers spent on spot TV, the more cars they sold.
The big three automakers, General Motors, Ford and DaimlerChrysler, reduced spot TV spending by 1.3 percent during the second quarter and vehicle unit sales dropped 12 percent. All the other
automakers as a group increased spending on spot TV by 8.7 percent, and unit sales increased 5.2 percent in an overall market that was down 5.5 percent. Several individual examples support the overall
conclusion. Toyota increased its spot TV budget by 14.1 percent, and its unit sales grew 11.8 percent. Volkswagen's spending was up 40.1 percent, and its volume growth was up 14.3 percent. Nissan cut
its spending by 19.5 percent, and unit sales volume dropped 10.6 percent.