Auto advertising expenditures will grow 4.1% next year to $19.2 billion, but online share will grow 11.4% to $4.3 billion, while broadcast TV’s take will increase just 1.9% to $5.3 billion.
Any TV broadcaster still wondering where all the auto advertising dollars are going should simply go online and visit some popular sites.
While auto spending is down for all media this year, according to a new study from Borrell Associates, the decline in online (5.2 percent) is far less than it is for broadcast TV (22.8 percent) or newspapers (28.5 percent).
And while online will grow 11.4 percent to $4.3 billion next year as the economy pulls out of its deep rut, broadcast TV will only inch up 1.9 percent to 5.3 billion, the study says.
Overall, auto spending is down 16.8 percent this year, but will rebound 4.1 percent to $19.1 billion next year, it says.
The Borrell study also says that major changes are occurring in how auto marketers are using the Web.
“Revenue from display banners, pop-ups and classified listings is dropping 20 percent this year, while spending by auto marketers on e-mail and social networking campaigns is growing by 20 percent,” it says.
“However, it is streaming audio and video that will show the most growth this year and is positioning itself for break-out growth in 2010.”