BIA Sees $11.3B In Local Auto Spend In ’19

Auto dealers, local dealer associations and manufacturer ad spending account for 76% of total advertising for the auto vertical.

In its latest vertical industry report, “Insights into Local Advertising – Automotive Vertical,” BIA Advisory Services estimates that automotive dealers, local dealer associations, and manufacturers will spend approximately $11.3 billion on local advertising nationally in 2019.

This ad spend represents 75% of the $15.1 billion auto vertical, which makes auto dealers the largest of the five sub-verticals that comprise the overall auto vertical. The remaining spend comes primarily from tire dealers, auto repair and parts shops, as well as other vehicle dealers.

As in past years, traditional media will receive the greatest share of the ad spend, followed by online ad spending. Auto dealers and manufacturers are projected to increase their use of digital channels significantly over the next four years, adding $324 million annually from 2019 to 2023.

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“Businesses within the automotive vertical still rely heavily on traditional media, over-the-air television in particular, to get their message across to audiences,” said Mark Fratrik, SVP and chief economist, BIA Advisory Services. “Our research shows that automotive is one of largest category spenders in TV advertising. Digital advertising is growing steadily and faster than before.”

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