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July 30, 2013

2013 Automotive Advertising Outlook -
Jul '13


With car sales up 8% this year, auto manufacturers and dealers are forecast to spend $32.8 billion on advertising, 2% more than last year. The big beneficiaries: Online media, where spending is trending 18.7% higher, and Direct Mail, up 22.9% as manufacturers work harder to drive leads to dealers. For the first time, new and used-car dealers will spend more on online media than on all other media combined – including TV. This 26-page report includes 21 charts and tables, including a page of conclusions and recommendations. A five-page appendix details ad spending by size of dealership, with breakouts for co-op advertising expenditures, and detail on retail and wholesale used-car transactions. Chapter 1 offers an infographic showing how digital media has compressed the longstanding car-buying funnel into a shot glass, where consumers spend half as much time looking for a car as they did five years ago, and spend almost all of that time in social and other digital media.

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