Magazines TV / Cable Advertising Newspaper & Inserts Radio Outdoor Internet & Email Yellow Pages"Automakers tend to over allocate dollars to a couple of areas at the expense of other areas, which could have even more influence for less investment. This is especially true when you analyze allocation versus influence by specific automakers," said Pilotta. "Television is over allocated and media options such as radio, Internet, newspaper and outdoor are almost universally under allocated ad dollars."
LEADING AUTOMOTIVE ADVERTISERS RANKED BY TOTAL U.S. ADVERTISING SPENDING IN 2005* Maga- News- Out- Inter- Yellow Advertiser zines paper door TV Radio net Pages General % of Spend 17.9% 4.0% 0.1% 50.2% 1.0% 0.7% 0% Motors: GM Owners Influenced 16.7% 17.5% 10.9% 18.8% 15.1% 8% 8.1% Ford % of Spend 11.4% 13.4% 1.2% 37.6% 2.9% 2.5% 0% Motor Co. Ford Owners Influenced 18.7% 18.5% 12.2% 21.4% 15.6% 8.9% 8.9% Daimler- % of Spend 10.1% 10.3% 1.9% 27.8% 4.2% 4.8% 0% Chrysler D.C. Owners Influenced 18.4% 17.4% 10.7% 20.5% 15.5% 7.3% 8.1% Toyota % of Spend 2.3% 25.2% 2.2% 27.2% 7.9% 5.8% 0.5% Motor Toy. Owners Corp. Influenced 17.6% 15.6% 11.3% 19.8% 12.8% 7.6% 7.5% Nissan % of Spend 1.9% 26% 2.3% 27.2% 8.3% 2.3% 0.4% Motor Niss. Owners Co. Influenced 18% 16.3% 11.8% 19.2% 15.9% 7.6% 7.4% Honda % of Spend 14.1% 7.9% 0.8% 38.5% 1.8% 2.3% 0.6% Motor Honda Owners Co. Influenced 20.8% 19% 11.5% 23.5% 15.7% 9.6% 7.1% Hyundai % of Spend 14.3% 10.4% 0.5% 44.7% 1.6% 1.5% 0% Motor Hyun. Owners Co. Influenced 15.3% 13.6% 11.9% 19% 11.7% 9.3% 8.6% Volks- % of Spend 13.4% 4.3% 0.9% 38.4% 1.4% 1.8% 0% wagen V.W. Owners Influenced 25.2% 14.2% 10.4% 31.8% 15.9% 9.2% 9.3% Kia % of Spend 8.2% 9.6% 2.0% 31.3% 6.8% 4% 0% Motors Kia Owners Corp. Influenced 12.1% 16.6% 9.5% 18.4% 17.7% 7% 6.4% * BIGresearch SIMM 9 2006 and analysis of Ad Age Domestic Ad Spending by Category (2005)The continuing erosion of customer preference for U.S. automakers should stimulate Detroit to rethink and retool their marketing model as BIGresearch's January Consumer Intentions and Actions (CIA) Survey Future Purchase Rankings indicates increased losses in market share for Detroit's Big 3 (Ford -7.32, Dodge -6.24, Jeep -2.45 and Mercury -2.07). The ranking is compiled monthly by indexing current owners who plan on buying a new car with their expected make of purchase. To view the entire rankings and other BIGresearch samples, go to: http://www.bigresearch.com and click on Complimentary Top Line Findings. About BIGresearch BIGresearch is a market intelligence firm providing analysis of consumer behavior in areas of retail, financial services, automotive, and media. The syndicated Simultaneous Media Usage Study (SIMM) monitors more than 15,000 consumers twice each year to identify opportunities in a fragmented and changing marketplace including the media. They also conduct the Consumer Intentions and Actions Survey (CIA) which monitors the pulse of more than 7,000 consumers each month. BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error of +/- 1 percent.
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