What do Hyundai/Kia, Subaru and Volkswagen all have in common?
1) They spent considerably more on television advertising for the first 6 months of 2009, as a percentage of their ad budgets, than the auto industry average.
% of ad budget spent on TV Advertising
2) All three auto makers saw their market share increase substantially over the same period a year ago.
|Brand||Market Share Increase|
3) All three posted year-over-year unit sales decreases (every single manufacturer suffered decreases in sales during this period) that were considerably less than the industry average.
|Brand||Unit Sales Decreases|
|Industry Avg.||- 35.1%|
4) All three brands allocated a smaller percentage of their ad budgets to Internet advertising than the industry average:
|Brand||% of ad budget spent on U.S. Internet Advertising|
What do I think?
First of all, I think all three auto makers have done a great job bringing products to market that people actually want to buy. That’s most important to remember.
I also think it’s hard to refute what the data above says about their advertising decisions. There’s no denying, I’ve seen a ton of compelling television commercials for Hyundai, Subaru and Volkswagen this past year … and it would appear I was not the only one.
I don’t care how the new media crowd spins it, when a brand like Subaru spends 90% of their total ad budget on television and is able to increase market share by 53% — it makes a compelling case for the power of television advertising. Short and simple.
And when you add in the impressive sales performances by Hyundai and Volkswagen, it’s even harder to ignore that television played more than just a casual role in success of all three auto makers. Wouldn’t you agree?
Source: TNS Media Intelligence/Automotive News