Overall, we expect the total U.S. ad spend for new cars to rise to $19.2 billion from the low of $18.4 billion in 2009. This report is based on Borrell Associates’ Automotive Data Table (Table A) which monitors the pulse of local ad spending by U.S. auto dealers, dealer associations, and manufacturers. This report also includes an appendix of online auto ad spending projections for 2009 detailed for more more than 900 local markets.
Would love to hear your feedback on this report, which was written by the dean of local advertising, our own Kip Cassino. What strikes me is that
auto dealers actually decreased their online spending this year -- one of the only online categories we've seen decline this year. Yet the amount
they spent still was enough to surpass newspapers for the first time. Also, we've included market-by-market spending for a whopping 900 individual
local markets (Core-Based Statistical Areas, or CBSAs), so we're eager to hear your feedback on those numbers. --gordon borrell.