Research and Markets: 2011 Local Automotive Advertising Outlook – At $22.6 Billion this Year, Automotive is the Second-Largest Advertising Category | Business Wire

DUBLIN–(BUSINESS WIRE)–Research and Markets (http://ift.tt/1KXX7WY)

has announced the addition of Borrell Associates Inc.’s new report “2011

Local Automotive Advertising Outlook” to their offering.

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.

Key Topics Covered:

Chapter I: Dealerships, Sales & Le ads

Fig 11: US Franchised New-Car Dealers, 2001-2011

Fig 12: US Auto Dealers by Number of New Vehicles Sold, 1980-2010

Fig 13: US Annual Sales of New Vehicles – 2001- 2011, in Millions

Fig 14: Auto Manufacturer US Incentive Spending, April 2011

Fig 15: Franchised and Independent Car Dealers Compared

Fig 16: Households Planning to Buy/Lease a New Car During the Next 12

Months vs Actual New-Car Sales (in Millions)

Fig 17: Percentage of Households Planning to Buy/Lease a New Car during

the Next 12 Months who Shop the Internet for a Vehicle

Fig 18: Projected 2011 Used-Car Transactions by Category (in Millions)

Chapter II: Ad -Spending Trends & Forecast

Fig 21: Auto Industry Ad Spending, 2009-2011 ($ Millions)

Fig 22: Average Ad Spending per Franchised Auto Dealer, 2010 vs 2011

Fig 23: Average Ad Spending per Independent Auto Dealer, 2010 vs 2011

Fig 24: Average Dealer Association Ad Spending, 2010 vs 2011

Fig 25: Auto Manufacturer Ad Spending ($ Millions), 2010 vs 2011

Fig 26: Private Party (Casual) Auto Sales Ad Spending, 2010 vs 2011

Fig 27: Online Auto Ad Spending, by Type of Advertiser – 2009 – 2011 ($

Millions)

Chapter III: The Online Phenomenon: No End in Sight

Fig 31: When it comes to banners and listings, dealers favor newspaper

sites

Fig 32: Local auto dealers are aggressive online advertisers

Fig 33: Auto dealers have greater familiarity with mobile

Fig 34: High interest for mobile ads among auto dealers

Fig 35: Online auto advertising by format, 2010 and 2015

For more information visit http://ift.tt/1KXX7WY

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