how auto dealers are thinning the media pack in 2016

Tomorrow’s Media, Understood Today

U.S. Auto Dealers

‘Thinning the Media Pack’August 2016

© Borrell Inc., 2016. All rights reserved

Get Smart About Automotive

The media landscape is changing somuch that it’s a great time to besmart. You’re getting the abridgedversion of this report, which meansyou’ll get somewhat smart.

You should really be completely smart,especially about the largest advertisingcategory of all, automotive.

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Before we tell youthe Big Story about

Local Auto Advertising

Here Are the Basics




TheBasics




And now, the

Big Story




There Are Fewer Advertisers


# of U.S. Franchised Dealerships



And They’re Spending Less


Per-vehicle new-car ad expenditures for franchised dealers



Sales Reps Are Bugging Them




Digital & TV Get Their Attention


Best source of new customers

Source: Borrell’sQ2 2016 SMB survey

Top 3Media



So They’re Thinningthe Media Pack


Plans to trimor eliminatead spending

Source: Borrell’sQ2 2016 SMB survey



“They now consider online ads and social media on par with TV advertising.

They’re looking for media companies that understand that, and can deliver a

package of advertising that supports their digital channels.”

Conclusion

-- Executive Summary, Borrell 2016 Auto Advertising Outlook


Another Conclusion

You should buy this report. It incudes:

• Full details on Borrell’s Auto Dealer survey• Spending forecasts for next year• Underlying market trends (car sales, etc.)• Details on used-car and private-party ads• Detail on dealers’ online media buying• Local insights unavailable elsewhere

Executive summary and Table of Contents at www.borrellassociates.com



Also Included:2016 Local Auto Advertising

Estimates for 211 TV Market areas

Executive summary and Table of Contents at www.borrellassociates.com



Thank You!

We hope you found this research brief on local Automotive Advertisinghelpful.

What are advertisers spending in YOUR market? Visit www.adspending.com
