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A Television Bureau of Advertising analysis of 2Q ‘06 automotive ad spending data compiled by TNS Media Intelligence points to a strong correlation between spot TV ad spending and vehicle sales.
“I think the message here is indisputable,” said Chris Rohrs, TVB president. “Buy spot, sell cars.”
According to the Television Bureau of Advertising, as a group, the Big Three (GM, Ford and DaimlerChrysler) reduced spot TV spending by 1.3 percent during the second quarter and vehicle unit sales declined 12 percent. On the other hand, the “all other” grouping (led by Toyota) increased spending on spot TV by 8.7 percent during the quarter and unit volume increased 5.2 percent in an overall market that was down 5.5 percent.
Toyota, in fact, pushed its spot TV spending up 14.1 percent during the quarter and its unit sales grew 11.8 percent, according to TVB. Volkswagen had a 40.1 percent increase in spot spending and enjoyed the largest unit volume growth (up 14.3 percent). Of the top spenders in the “all other” group, only Nissan reduced spot spending for the quarter; Nissan’s 19.5 percent percentcut in spot TV spending correlated to a 10.6 percent drop in unit sales volume.
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