On 11/2/11, Spots n Dots reported “Sales Up 1.9%; Industry Up 8%” in their lead story on Automotive car sales in October. It was a modest, but positive, indicator for the Auto category.
But... there is more to this story.
During the course of 2011, varying economic conditions and natural disasters had a huge impact on the automotive industry. When compared with 2010, first quarter 2011 unit sales were up +19.5%, dropped to +5.8% in second quarter and leveled off at +5.7% in third quarter. However, within those broad aggregations were significant gains – and losses – and a remarkable correlation to spot TV advertising levels.
A TVB analysis of spot television spending and unit sales during the first 9 months of 2011, revealed that 57% of the 14 manufacturers studied sold more, or less, cars when they altered their spot TV advertising spend.
Here are some examples:
Despite marketplace disruptions, the long-established relationship of local TV advertising and automobile sales appears to prevail.