It should be.
|
Automotive Ad Spend vs. Prosper Media Allocation Model (% of Total U.S. Advertising Spend in 2007) |
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|
|
General Motors Spend Share |
Ford Spend Share |
Chrysler Spend Share |
Prosper Allocation Model |
|
Magazines |
12.4% |
11.9% |
10.5% |
15.6% |
|
Newspaper |
5.0% |
5.2% |
6.9% |
6.2% |
|
Outdoor |
1.5% |
0.7% |
0.5% |
14.6% |
|
TV |
39.1% |
38.9% |
43.2% |
17.3% |
|
Radio |
3.5% |
2.3% |
1.9% |
21.5% |
|
Internet |
7.0% |
6.5% |
3.0% |
8.5% |
|
Other |
31.5% |
34.5% |
34.0% |
16.3% |
|
Source: Ad Age Domestic Ad Spending by Category (2007)/Measured media from TNS Media Intelligence's Strategy, Prosper Media Allocation Model |
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So here's the key part:
The report concludes that the amount of radio consumed, its influence to purchase, combined with lower costs makes it a stronger media option for automakers, which, according to consumers, is under-utilized.
