Ford has highest advertising recall

Ford ads have the best automotive advertising recall among Australian car buyers, a survey by Roy Morgan Research suggests.  

The Roy Morgan Automotive Currency Report looked at 5,657 people intending to buy a new car in the next four years.

It found that 74.8% recalled Ford ads.


Ford’s advertising is done by JWT.

Next came Holden with 72.9% and Toyota with 70.7%.

Norman Morris, industry communications director at Roy Morgan Research, said:

“Not surprisingly, the high volume local manufacturers, Ford, Holden and Toyota recorded the greatest advertising recall results amongst all new car intenders. When linked with media spend, this ad recall figure can be used to give an indication of the advertising effectiveness of each brands campaigns.

“The challenge for the main manufacturers is to convert this high ad recall figure into action through increased website and dealer visitation. We know that the internet is the media most useful when purchasing a new car, with almost half of all new car intenders nominating this option as their top choice. When online, the most popular uses for the internet are to check vehicle features and get a quote, both important stages in the purchase process.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.