Radio -42.1% Outdoor -38.4% Internet -33.6% Magazines -30.4% TV -17.1% Newspaper -3.4%Source: Ad Age Data Center (Domestic Ad Spending by Category, 2008 and 2007) As automakers look for ways to regroup, restructure and reinvigorate sales, understanding consumer behaviors and intentions would seem to be one of their key guides. Yet, automakers seem to be running counter to their customers' views. BIGresearch, using the recent SIMM survey results, implemented Prosper MediaPlanIQ™ to better understand consumer-centric media allocation. That study found automakers' actual media spending was substantially out of line with consumer's views, particularly those who plan on buying a new car or truck in the next six months. Those consumers say radio is tops for influencing* their auto purchase (22.3%). TV is #2 (21.2%) and magazines are #3 (18.3%). These numbers differ greatly from actual expenditures which show a disproportionate amount of spending going into TV. *Influence is weighted by consumption and cost.
Auto Ad Spend (Measured Media) vs. Prosper MediaPlanIQ™
---------------------------------------------------------
General Motors Ford Chrysler
Spend Share** Spend Share** Spend Share** Prosper
2007 2008 2007 2008 2007 2008 MediaPlanIQ™***
Magazines 18.1% 20.0% 18.2% 12.2% 15.9% 11.7% 18.3%
Newspaper 7.3% 14.4% 8.0% 5.3% 10.5% 5.6% 14.8%****
Outdoor 2.2% 1.0% 1.1% 1.1% 0.7% 0.8% 13.4%
TV 57.1% 52.7% 59.4% 71.2% 65.4% 75.6% 21.2%
Radio 5.1% 3.4% 3.5% 4.4% 2.9% 1.1% 22.3%
Internet 10.3% 8.4% 9.9% 5.7% 4.6% 5.3% 10.1%
Source: Ad Age Data Center (Domestic Ad Spending by Category, 2008 and
2007), Prosper MediaPlanIQ™ Allocation Model, June 2009
**% of U.S. Advertising Spend in 2008 and 2007 (Measured Media)
***Optimal dollar allocation for car/truck purchases. Media influence
weighted by consumption and media cost for consumers planning to buy a
car/truck in the next six months from Prosper MediaPlanIQ™, June 2009
****Newspaper includes local and national newspapers (including FSIs)
"It's clear to me that the automakers still haven't heard the voice of the
consumer," said Professor Don Schultz of Northwestern and co-author of
Media Generations. "Automakers still seem intent on investing in the media
forms they have historically used, while the consumer is clearly changing
their media habits. Unless and until automobile marketing people start to
reflect the interests of the people they are trying to influence, I don't
see much of a chance for a turn-around for the Big Three no matter how much
they spend."
For additional charts and more information: http://info.bigresearch.com/
About Prosper MediaPlanIQ™
Prosper MediaPlanIQ™ is a result of analysis of BIGresearch's
Simultaneous Media Usage Survey (SIMM) by Prosper Technologies. Prosper
Technologies collaborated with Martin Block, Ph.D., and Don Schultz, Ph.D.,
of the Medill School at Northwestern to analyze SIMM Surveys over six years
to develop Prosper MediaPlanIQ™.
http://www.bigresearch.com/samples/big-prospermediaplaniq-overview09.pdf
About Prosper Technologies
Prosper Technologies develops consumer-centric analytics from consumer
responses to help businesses forecast consumer demand and expenditures,
budget marketing and merchandising allocations and provides retailer
specific cross consumption behaviors. Prosper MediaPlanIQ™ is a service
of Prosper Technologies. BIGresearch is an authorized marketing
representative.
Contact Information: Contact: Chrissy Wissinger BIGresearch 450 West Wilson Bridge Road Suite 370 Worthington, Ohio 43085 (614) 846-0146