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BIGresearch, a Worthington, Ohio-based consumer research company, says top automotive advertisers are spending too much on TV compared to the influence that TV has with its consumers. It says 17% to 18% of consumers are influenced by TV marketing–but in aggregate, automotive makers spend 40% of their media on TV.
Top automotive advertisers pumped by far the greatest percentage of their media dollars into TV in 06, making it the most unbalanced media when compared to its influence on consumers to purchase. Because such a large portion of ad dollars were allocated to TV in 2006, automakers including GM, Ford and Toyota under spent on other forms of media such as newspaper, magazines, radio and the Internet. With their primary focus on TV, Ford spent only 5.89% of their budget on newspaper advertising which influences 16.5% of their customers. These discrepancies in spend and influence can create a negative impact on marketing ROI, especially in an uncertain economy.

“Automakers are making advances in a consumer-centric media world by integrating new media into their advertising strategy,” said Gary Drenik, President of BIGresearch. “However, when you look at which media their customers say influences them to purchase a car; they are over allocating ad dollars on TV and under spending on Internet, outdoor, radio and print.”