Auto Print Ads Influence Consumers Throughout Purchase Process

A new study (PDF) sponsored by Newspaper National Network indicates that newspapers play a critical role throughout the automotive purchase cycle, not just at the end of the purchase process.

Newspaper ads are equally helpful as TV when buyers are initially considering an auto purchase: 43 percent of those surveyed found TV ads helpful and 42 percent newspaper Ads.

But newspapers overtake TV when consumers are narrowing down choices: 35 percent of those surveyed found newspapers helpful and 30 percent TV, and when making a final decision, 28 percent found newspapers helpful and 23 percent TV.

In addition, 80 percent of new vehicle shoppers would like to see more manufacturer ads in their daily newspaper.

The study also reports that the frequency of newspaper readership increases sharply when respondents are in the period three months prior to their vehicle purchase. Two-thirds of respondents (who read the newspaper at least once a week) read the newspaper every day in the three months prior to purchase; about half of respondents (who read the newspaper at least once a week) read the newspaper every day in the three months post purchase.

“Newspapers are thought of as doing an excellent job influencing final vehicle choice” said Jason E. Klein, President and CEO of Newspaper National Network LP. “However, this research delves into the earlier part of the automotive purchase cycle and shows that newspaper, both print and online, rival TV in their ability to establish a vehicle as part of consumers’ initial mindset. The study underscores the importance of newspapers throughout the entire buying cycle, both print and online.”

According to Editor&Publisher, the research only covers branding advertising placed by the automakers. Those types of ads fall under the national category. The study did not look at classified auto advertising.

This could be good news for newspapers that are seeing automakers shifting ad spending online. According to the Newspaper Association of America, auto advertising represented 7.4 percent or $111 million of the national category in the second quarter this year, down from 12.2 percent compared to the same quarter in 2005.