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Battle for dealer ad dollars

Published on .

TV and direct mail won 20% more ad dollars from franchised new car and truck dealers last year, reported the National Automobile Dealers Association. That was double the 10% overall growth rate in dealer spending, NADA said. Newspapers, up 7% in 1996, retained the lion's share of dealer ad dollars, with the average dealer allocating them 52% of its budget last year, or $2.7 billion total. Radio was up 4%. The average dealership devoted 50% of its ad budget to new vehicles, down from 63% in 1988. Used vehicles received 36% of dealer ad dollars, up from 24% in 1988.

Copyright March 1997, Crain Communications Inc.

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