In 2006, nearly 80 percent of automotive advertising dollars went to television. Spot buys made up 45 percent of the total, up 4 percent, according to Nielsen Monitor-Plus.
Total automotive spending dipped 1 percent to $13.5 billion, writes Mediaweek. National magazines got 11 percent of that total. Local newspapers took the biggest hit, down 40 percent from the previous year. National Sunday supplements were down 36 percent and local Sunday supplements were down 24 percent.
Auto budgets were also cut in cable TV (down 9 percent), national magazines (down 10 percent), national newspapers (down 6 percent), and syndicated TV (down 21 percent).
Network TV saw gains of 3 percent, spot radio was up 8 percent, Spanish-language network and cable TV were up 9 percent, and outdoor and network radio grew 1 percent. Local magazines were up 9 percent.
While total ad dollars dipped, five of the top 10 auto advertisers - Ford, Toyota, Honda, Hyundai and Mazda - increased budgets. Reducing budgets were GM, DaimlerChrysler, Nissan, Volkswagen and Kia.
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