“The auto industry and television came of age together as keystones of twentieth-century American culture,” said Dr. Mark Fratrik, SVP and chief economist BIA/Kelsey. “The two industries remain closely tied, with the auto industry being dependent on over-the-air television advertising, and all auto vertical subcategories relying heavily on traditional media to get their message to their audience.”
BIA/Kelsey estimates 33.9 percent of local automotive advertising budgets is spent on over-the-air television, and another 1.7 percent on TV online advertising. In addition to the heavy use of television, newspaper (14.7 percent), online (12 percent) and over-the-air radio (11.6 percent) account for meaningful traditional market shares in automotive local ad spending.
Mark Fratrik |
Pure online advertising, consisting primarily of search, is the largest digital automotive channel. BIA/Kelsey projects all growth in local advertising for the automotive vertical category will occur on online/digital media, reaching 30 percent of total local advertising by 2019, up from 12 percent in 2015.
Industry subcategories featured in BIA/Kelsey’s automotive vertical forecast include auto dealers, other motor vehicle dealers, auto parts and accessory stores, tire dealers, and gas stations.
The data featured in the report is drawn from BIA/Kelsey’s Annual Local Media Forecast and Media Ad View Plus Reports, the company's local market ad forecasts that track ad spending across media categories, ad categories and verticals.
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