The automotive industry spends more money on measured media than other business categories but expects to increase its overall ad budgets by smaller percentages than other marketers in 2003.
New York media consultants Morgan Anderson interviewed 58 global marketers, including about half of the automotive companies that sell vehicles in the United States. They discussed projected media spending in the United States this year.
Of the automotive respondents, 64 percent said their media spending would rise an average 9 percent this year over 2002, compared with an average 17 percent increase for all respondents.
Broadcast network TV was the favored medium for automotive marketers. All of the automotive respondents said they would increase their spending on broadcast network an average 8 percent in 2003 over 2002. They said spot and network cable TV would increase an average 4 percent each.
But cable TV fared worse than other TV categories when it came to projected spending by automotive marketers. When the marketers were asked if they would spend less on TV, 29 percent said they would spend less on cable TV, but only 15 percent said they would spend less on spot. None of the automakers said they would spend less on broadcast network.
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