TV continues to dominate automotive ad spend says Nielsen
Federal Chamber of Automotive Industries data shows that Australia is one of the most competitive new car markets in the world, according to Nielsen.
Australia has a total of 67 vehicle brands, in comparison with 51 in the US, 53 in the UK and 49 in Canada.
Nielsen Ad Intel spend indicates that TV remains the largest advertising investment for the automotive industry; with half of advertising spend for automotive brands allocated to metro and regional TV. Print advertising received one-fifth of total automotive advertising spend for the 2017 financial year.
Furthermore, spend from auto advertisers represented 18.5% of the digital display market and has been consistently the largest advertiser category for digital display for over five years.
Some interesting insights here but it must be noted that a lot of digital activity is missing from the pie in this analysis – in-app, native, digital audio, search and most of social.