Question

Topic: Research/Metrics

Mkt Size For Ad Spend By Car Dealers?

Posted by Anonymous on 2/16/2005 at 4:04 PM ET 125 Points
Nationally, how much is spent annually by car dealers on local newspaper advertising? For a top 25 metropolitan market such as San Fran or Atlanta, how much do local car dealers typically spend on newspaper ads? What kind of performance (revenues divided by newspaper ad spend) do these ads typically achieve?
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  • Posted by koen.h.pauwels on 2/16/2005 at 5:41 PM Accepted
    A new cars.com study reports sixty-five percent of dealerships surveyed report a change in why they advertise online in the last year. Scheduled for release at the 2005 National Automobile Dealers Association's (NADA) 88th Annual Convention and Exposition in New Orleans, the report shows dealerships' online advertising strategies are evolving. In addition to a change in why they advertise, the dealers voice clear strategies for maximizing their Internet investment and see definite areas for growth and improvement collectively. The study's findings show how dealerships are using online advertising solutions to brand their dealership, merchandise their inventory and gain a competitive edge.
    "While 2004 marked record growth in the number of dealerships using online services to attract buyers to their showrooms, it also marked an evolution in how dealerships integrate these solutions into their sales and marketing strategies" said Mitch Golub, president of cars.com. "As we will present at NADA, we are seeing dealerships hone their online strategies, placing greater emphasis on the tactics and partners that help to drive sales."
    A recent study by cars.com may help you:

    The report, based on in-depth dealer interviews and cars.com site analysis, will be released at an NADA press conference led by cars.com President Mitch Golub, Vice President, Alex Vetter, and Director of Training, Ralph Ebersole:

    Cars.com Press Conference:
    Monday, January 31
    8:00 A.M.
    Room 256, Ernest N. Morial Convention Center
  • Posted by koen.h.pauwels on 2/16/2005 at 5:47 PM Member
    My apologies, my previous response was sent without context: according the below article car adveriting and dealer advertising amounts to $9B. 50-55% of the dealer advertising budget is spend on newspaper, both in form of display and classifieds:

    https://www.findarticles.com/p/articles/mi_m0FJN/is_7_37/ai_105602158

    Hope this helps,
    Koen
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