Current Trends in Automotive Advertising
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Transcript of Current Trends in Automotive Advertising
CURRENT TRENDS IN AUTOMOTIVE ADVERTISING
Outline
1. The 2010 ad spend rebound
2. Factory vs. dealers
3. Ad spend per vehicle sold
4. Lease advertising
5. Sales event advertising
6. Media channel allocations
7. Hispanic media
8. TV Targeting and Impression Delivery
9. Competitive conflicts in Spot TV pods
10. Offline-online integrations
Terminology
Tier 1 – Manufacturers, Factory
Tier 2 – Local Dealer Associations
Tier 3 – Local Dealers
2010 (e) - a full year projection based on Jan-Sep growth rates
1.0THE 2010 REBOUND
0.0
0.5
1.0
1.5
2.0
2.5
3.0
Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct
Mill
ions
2007-2008 2008-2009 2009-2010
Online Car Shoppers At A 33 Month PeakSource: Compete
October’s 2.8 million shoppers was the highest since February 2008• Shopper counts represent the potential for sales
Shopper volume has been up an average of 26% y-o-y over the past six months
Consumers that shopped more than one new vehicle in a month counted only once at the market level
The ability to convert shoppers to buyers is a function of price, consumer confidence, mix, availability, dealer counts, gas prices, incentives, etc.
Market Shopper Counts(Unique number of shoppers by month)
Jul-Aug 09: Cash for Clunkers
Automotive ad spending has rebounded…
To 1999 Levels
$10
$12
$14
$16
$18
$20
$22
'99 '00 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10(e)
Bill
ions
AUTOMOTIVE AD SPENDING: ALL TIERS
Source: Kantar Media
Relative Rate Of Ad Spend
Segment 2004 2010 (est)
Tier 1 $ 100 $ 81
Tiers 2 & 3 $ 100 $ 51
Total Auto $ 100 $ 67
Total Ad Market$94
Source: Kantar Media
2.0FACTORY VS. DEALERS
Tier 1 share of industry ad spend has been
growing since the 2008 sales downturn
0%
20%
40%
60%
80%
100%
2002-06 2007 2008 2009 2010 YTD
% Share Of Total Auto Ad Spend
DealersFactory54% 55% 59% 66% 64%
46% 45% 41% 34% 36%
Source: Kantar Media
3.0AD SPEND PER VEHICLE
As a whole, the industry has consistentlyscaled ad spending to match sales levels
$0
$200
$400
$600
$800
$1,000
$1,200
2002-06 2007 2008 2009 Jan-Sep '10
$1,115 $1,051 $1,081 $1,055 $1,073
Industry Ad Spend Per Vehicle Sold
Source: Kantar Media
But Spend Rates Vary Widely By Nameplate
Tier 1 Ad Spend Per Vehicle
2007 Jan-Sep2010
% Change
All OEM $579 $685 +18%
Chevrolet $313 $650 +108%
Hyundai $864 $569 -34%
Toyota $361 $562 +56%
Ford $469 $489 +4%
Honda $433 $385 -11%
Cadillac $1,042 $1,997 +92%
Mercedes $760 $1,243 +64%
Lexus $612 $937 +53%
The GM Ad Spending Surge
• Share of voice now greatly exceeds its share of market
• Unique among the leading sales companies
General Motors
% SOV* % SOM Index
2007 20.5% 23.8% 86
2008 25.1% 22.4% 112
2009 30.2% 19.9% 152
Jan-Sep ‘10 24.4% 19.0% 128
* Based on factory ad spending (Tier 1)
Source: Kantar Media
Tier 1 ad spending up $170 million (+27%) through September
Over $180 million spent on Product Safety/Quality messages• 3 rounds of product recalls (Nov ‘09-Feb ‘10)
• Nearly 30% of the media budget
• Allocations peaked in Q3, indicating a lingering problem
4.0LEASE ADVERTISING
Leasing At End of 2008
• Gas prices approach/surpass $4.00 a gallon
• Consumer preference shift towards fuel efficient cars
• Sharp decline in value of trucks & SUVs coming off lease
• Chrysler, Ford, GM take $3 billion in charges for write-downs
• Chrysler exits leasing business entirely while Ford & GM announce severe curtailments
Leasing 2010
Lease activity is rebounding – and so is lease advertising
26%
38%
15%
27% 31%
22%19%
13%
24% 26%
0%5%
10%15%20%25%30%35%40%
2007 H1 '08 H2 '08 2009 Jan-Sep '10
Premium Brands Non-Premium Brands
LEASING SHARE OF SPOT TV AD SPEND: TIER 1&2
Source: Kantar Media
Asian Nameplates Stayed The Course
LEASING SHARE OF SPOT TV AD SPEND: TIER 1&2
H1 2008 H2 2008 2009 Jan-Sep 2010
Chevy 10% 1% 5% 29%
Chrysler 13% 1% 16% 17%
Ford 27% 9% 9% 12%
Toyota 14% 13% 20% 21%
Nissan 8% 23% 22% 34%
Honda 31% 17% 59% 35%%
Source: Kantar Media
Market Variations in Lease Advertising
Houston 19% Dallas
17%
NY: 46%
Miami: 38%
DC: 17%
Houston 17%
Dallas 14%
Phoenix 18%
LA: 26%
Det: 62% Cleve: 33%
Chi: 21%
5.0SALES EVENTS
We’re Having A Sale!
Sales Event Advertising
Literally, a year-round phenomenon
Shorter time intervals between major sales events, as indicated by advertising flights
• Summer and year-end events running longer
Accounting for 43% of Tier 2 ad spend thru September 2010
• vs. 28% last year
6.0MEDIA CHANNEL ALLOCATION
Tier 2 Share of Spend
2.3%13.3%
13.2%71.2%
Other Radio Newsp Spot TV
Jan-Sep 2010
Source: Kantar Media
1.9%14.4%
26.1%57.6%
Other Radio Newsp Spot TV
2007
Tier 1 Share of Spend
0% 10% 20% 30% 40% 50% 60%
Other
Newsp
Inter…
Mags
Spot …
Natl …
2010 (e) 2007
Source: Kantar Media
Gaining ShareNational TV
Internet Display
Losing ShareSpot TV
Magazines
Internet Share Of Tier 1 Ad Spend
Top 5: YTD 2010
0% 10% 20% 30%
Dodge
Mazda
Audi
Lincoln
Nissan
15.3%
16.8%
17.1%
18.6%
22.6%
0% 5% 10% 15%
2007
2008
2009
Ytd '10
5.4%
5.7%
9.6%
11.2%
Total Tier 1
Source: Kantar Media
Ad Networks
Kantar has been monitoring 35 ad networks since Dec 2009
We break out estimated impression delivery into components
Publisher Direct
Ad Networks
Total Impressions
Duplicate Sites
Exclusive Sites
Ad Networks – Select Auto Manufacturers
% of Impressions From Ad Networks
< 10% 10-20% >20%
Impression
Duplication
< 10% DodgeLexus
CadillacFord
InfinitiToyota
10-20% Hyundai
20-30% ChevyAcura
Mazda
>30% Nissan Mercedes
Source: Kantar Media
7.0HISPANIC MEDIA
Share Of Spend Allocated To Hispanic Media
2007 2008 2009 Jan-Sep 2010
Tier 1 4.9% 4.7% 3.2% 3.6%
Tier 2 3.3% 3.0% 2.5% 2.7%
Source: Kantar Media
Hispanic Media Share
0%
5%
10%
15%
VW Toyota ChevyNissanHonda Ford
10.2%8.4% 7.9% 7.6%
5.2%3.8%
Tier 1: Jan-Sep 2010
Source: Kantar Media
Dealer Association GroupsWith At Least 3% Of Ad Spend In Hispanic Media
5.8% 5.4% 4.7%
Source: Kantar Media
8.0TV TARGETING
Background
Who are auto manufacturers targeting?
Two types of target audiences
• Planning targets: detailed and descriptive
• Media buying targets: broader and more general
TV impression delivery analysis shows the outcome of targeting decisions made during the buying process
• Compare approaches taken by different advertisers
Analysis
Manufacturer advertising (Tier 1)
• Broken out by make/model
January-September 2010
All monitored Broadcast and Cable networks
Commercial audience (C3) impression delivery by sex/age
• Audience composition indices
• Median age
Auto Segments
Crossover Utility Vehicles
Compact Cars/Wagons
Full-Size Pickup Trucks
Luxury Nameplates
Measures
Median Age
M18+ Delivery Index
Commercial Audience BenchmarksBase: All Network/Cable Viewing
% Comp Index
M18+ 43.6% 100
Median Age
50.3 years
100
120
140
90
CUVs
34 38 42 46 50 54 58
Median Age
M18
+ D
eliv
ery
Inde
x
Kia Sorento
Chevy Equinox
Ford Escape
Hyundai Tuscon
100
120
140
90
Compact Cars/Wagons
34 38 42 46 50 54 58
Median Age
M18
+ D
eliv
ery
Inde
x
Kia Soul
Scion
Ford Focus
Honda Civic
100
120
140
90
Full Size Pickup Trucks
34 38 42 46 50 54 58
Median Age
M18
+ D
eliv
ery
Inde
x
Dodge RamChevy
Silverado
Ford F-Series
100
120
140
90
Luxury Nameplates
34 38 42 46 50 54 58
Median Age
M18
+ D
eliv
ery
Inde
x
Lexus
BMWMercedes
And One More…
Mid-Size Family SedansSex/Age Delivery Indices
Vehicle Ad $ (MM) Male Fem 18-34 35-44 45-54 55-64 65+
Chevy Malibu $80 100 100 86 99 101 108 108
Ford Fusion $112 101 99 88 98 106 111 106
Honda Accord $67 110 92 91 101 106 107 101
Hyundai Sonata $81 108 94 90 100 104 109 100
9.0COMPETITIVE CONFLICTS IN SPOT TV PODS
Background
Share of Media Ad Revenues Derived From Automotive Category
All Media Spot TV Newspapers National TV
9.7% 18.6% 13.1% 8.2%
• Advertisers vie for same inventory
• Competitive clutter
• Lack of separation from competing messages
Analysis
Spot TV – Top 10 DMAs
June 2010 vs. June 2007
Local news programming only
All auto advertising• 112,000 ad occurrences within 70,000 commercial pods
Metric: % of auto occurrences which aired in pods with multiple auto advertisers
Spot TV: Top 10 DMAs
JUNE 2010
Auto = 21% of all Spot TV $
Local News = 29% of auto $
61.3% of auto ads aired in pods w/ 2+ auto advertisers
• Exactly 2: 39.2%
• 3 or more: 22.1%
JUNE 2007
Auto = 30% of all Spot TV $
Local News = 28% of auto $
68.6% of auto ads aired in pods w/ 2+ auto advertisers
• Exactly 2: 39.6%• 3 or more: 29.0%
June 2010
Local News: % Of Auto Ads Airing in Pods With:2+ Auto
Advertisers3+ Auto
AdvertisersWashington, DC 74.2% 36.1%
Boston 72.3% 36.6%
New York 63.5% 22.3%
Philadelphia 61.2% 20.5%
Atlanta 60.5% 18.8%
Houston 59.9% 19.8%
Dallas 56.2% 19.9%
Los Angeles 53.9% 14.2%
Chicago 53.2% 12.7%
San Francisco 52.2% 11.3%
22 Point Spread
And The Lucky Number Is….
TIME POD POS
POD SIZE
LEN PRODUCT
6:26:59 pm 1 7 15 New England Toyota Dealer Assn Camry Leasing
6:27:15 pm 2 7 30 New England Chevrolet Dealer Assn Silverado
WMUR – Manchester NH
6pm Local News on 6/24/10
And The Lucky Number Is….
TIME POD POS
POD SIZE
LEN PRODUCT
6:26:59 pm 1 7 15 New England Toyota Dealer Assn Camry Leasing
6:27:15 pm 2 7 30 New England Chevrolet Dealer Assn Silverado
6:27:45 pm 3 7 30 Mercedes Benz Dealer Assn C300
6:28:15 pm 4 7 30 Volvo XC70
WMUR – Manchester NH
6pm Local News on 6/24/10
And The Lucky Number Is….
TIME POD POS
POD SIZE
LEN PRODUCT
6:26:59 pm 1 7 15 New England Toyota Dealer Assn Camry Leasing
6:27:15 pm 2 7 30 New England Chevrolet Dealer Assn Silverado
6:27:45 pm 3 7 30 Mercedes Benz Dealer Assn C300
6:28:15 pm 4 7 30 Volvo XC70
6:28:45 pm 5 7 30 Autofair Hyundai
6:29:15 pm 6 7 30 New England Ford Dealer Assn Focus & Fusion
WMUR – Manchester NH
6pm Local News on 6/24/10
And The Lucky Number Is…. 7!
TIME POD POS
POD SIZE
LEN PRODUCT
6:26:59 pm 1 7 15 New England Toyota Dealer Assn Camry Leasing
6:27:15 pm 2 7 30 New England Chevrolet Dealer Assn Silverado
6:27:45 pm 3 7 30 Mercedes Benz Dealer Assn C300
6:28:15 pm 4 7 30 Volvo XC70
6:28:45 pm 5 7 30 Autofair Hyundai
6:29:15 pm 6 7 30 New England Ford Dealer Assn Focus & Fusion
6:29:45 pm 7 7 30 Toyota Dealer Assn Corolla Leasing
WMUR – Manchester NH
6pm Local News on 6/24/10
10.0OFFLINE – ONLINE INTEGRATIONS
Toyota “Auto-Biography” Campaign
Print AdTV Ad
Web Display Ad
Directing Consumers To The Web
Hyundai “Uncensored” Campaign
TV Ad
Web Ad
Ford – QR Tags
Mobile Web SiteNewspaper Ad
RECAP
Recap
Auto advertising expenditures track with industry sales at an aggregate level
Factory ad budget increases are offsetting dealer declines
Lease messaging has bounced back in 2010 but ad budget allocations still vary widely by geographic market
Sales event messaging continues to expand
Recap
Internet display and national TV are gaining share of budget while Hispanic media budgets are limited
Tier 1 use of ad networks is varied
Competitive conflicts in local TV ad breaks are exacerbated by auto advertiser’s preferences for the same inventory
Tactics for online-offline integrations continue to evolve
64© 2009 Kantar Media
THANK YOU !