Some of the biggest automakers last year made big cuts in their media spending.
General Motors, DaimlerChrysler and Nissan North America Inc. had double-digit declines. Those cuts contributed to an 8.1 percent drop in automotive measured media spending in the United States last year, to $7.8 billion.
The figures, from Competitive Media Reporting, will be included in the Automotive News Market Data Book, to be published May 27.
Some of the declines can be attributed to changes in strategy. For example, GM said that although its measured ad spending fell 25.3 percent to $1.8 billion, some of its dollars were shifted to other forms of marketing. Measured media include venues such as magazines, newspapers, radio and TV.
Meanwhile, some smaller players -- such as Hyundai, Isuzu, Kia, Mazda, Porsche and Subaru spent at least 20 percent more last year than the previous year.
The Market Data Book is distributed to Automotive News subscribers. Single copies can be ordered for $19.95.
A more detailed version of the Market Data Book will be available online May 27. Access to that version, at , is limited to subscribers.