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Ad Spending Down for Big Three Automakers, Nielsen Says

Nov 19, 2008  •  Post A Comment

The economic crisis continues to wreak havoc on the auto industry’s advertising spending, a Nielsen Monitor-Plus report reveals.

The Big Three American car manufacturers all posted negative advertising growth in the first half of this year compared with 2007. Both Ford and Chrysler spent 22% less on advertising in 2008, while General Motors’ ad spending fell by 6%.

The American car industry’s economic struggles are underscored by the growth of ad spending by foreign car manufacturers. Honda increased spending by 13% from 2007, while Daimler and Volkswagen boosted their ad spend by 48% and 23%, respectively.

Spending was down for Hyundai (-17%) and Nissan (-15%), while Toyota’s remained unchanged.

Overall, ad spending is down 10% for the entire auto industry, but the money that is being spent is going toward spot TV, network TV and cable TV.



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Rank Media Type

Jan-July 2008 $ mil

% Change 2007 vs. 2008

1 Spot TV $2,568.20 -7%
2 Network TV $1,335.20 -10%
3 Cable TV $881.90 5%
4 National Magazine $622.70 -23%
5 Spanish-Language Network & Cable $174.20 -8%
6 Local Newspaper $132.30 -23%
7 Spot Radio $120.80 -31%
8 Outdoor $71.70 -19%
9 Network Radio $45.70 0%
10 Syndicated TV $42.90 -16%
11 National Newspaper $39.70 -30%
12 B-to-B Magazines $13.70 -27%
13 National & Local Sunday Supplement $5.50 -20%
14 Local Magazine $4.00 23%
Totals   $6.058.60 -10%
       
Source: Nielsen Monitor-Plus


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