Login to Site

(Industry Papers, Webinars, General Info)

Reset Password

Not signed up yet?
Create Account


June 22, 2011

2011 Local Automotive Advertising Outlook -
Jun '11


At $22.6 billion this year, automotive is the second-largest advertising category (behind general merchandise stores). This 27-page report, 2011 Local Automotive Advertising Outlook, offers 20 charts and graphs detailing the underpinnings of what’s happening with this important category. The headlines: We’re forecasting an overall increase of 7.2 percent, from $21.1 billion in 2010 to $22.6 billion this year. Every medium except yellow pages is seeing an increase in auto advertising this year. The largest percentage increase goes to cinema advertising (up 98 percent, to $246 million), but the largest dollar increase is expected for online media, which is projected to be up 11 percent, from $6.6 billion to nearly $7.3 billion. Online now dominates nearly one-third of all auto advertisers’ budgets and is likely to grow as dealers migrate more toward social media and mobile marketing. This report draws on Borrell Associates deep-dive research into automotive ad-spending and includes a eight-page appendix detailing auto advertising across manufacturers, new-car, used-car and private-party expenditures. It also draws on research from the National Association of Automobile Dealers, Manheim Auctions, Scarborough Research and Borrell Associates’ ongoing surveys of more than 6,000 local advertisers.

Download Files


At $22.6 billion in total ad expenditures this year, automotive will remain the second-highest offline advertising category (at $15.3 billion, behind general merchandise stores) and the third-highest online category (at $7.3 billion, behind general merchandise and real estate).What’s in store for new- and used-car automotive advertising? We’re forecasting an overall increase of 7.2 percent, from $21.1 billion in 2010 to $22.6 billion this year.


Need Help?

Talk to a Human

We're here to help.

Click here to chat live!