BIGResearch suggested today that media reallocation could play a significant role in a rescue plan for the Big 3 automakers.
According to a recent
analysis of BIGresearch’s SIMM database by Prosper Technologies, wide gaps
exist between how ad dollars have been spent versus what consumers say works
best when it comes to buying a car.
Most significantly, the research specifically suggests that Radio advertising, which currently accounts for an average of approximately 3% of the Big 3 ad spend should be increased to 21.5%. According to BIGResearch, "its influence to purchase,
combined with lower costs makes it a stronger media option, which according to
consumers is under-utilized. On the other hand, the percentage of dollars spent
on TV is not relative to its influence to purchase, consumption and cost."
They suggested that TV should decrease from an average of approximately 41% to 17%. "These findings are nothing short of a complete re-think of media
planning," said James Geoghegan, President of Media Head.
Using a tool like Mediaguide's SeeSpotRun, radio advertisers can take advantage of that more effective local reach even more through timely verification, competitive analysis by market, category or format and contextual insight into what music content accompanies the ad.
You can access the details and automaker-specific charts at
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