Audi of America Inc. says it is focusing its prime-time TV advertising on cable rather than broadcast networks.
Mary Ann Wilson, Audi's marketing communications manager, says cable advertising helps "define and target Audi's prospects more effectively than the mass of broadcast network television."
Audi advertises in prime time on cable networks such as CNN, CNN Headline News, ESPN, A&E, The History Channel and Bravo, Wilson says.
New cable spots for the Audi A4 and A3 advertise links to Web pages about the cars, she adds.
"It's a subtle way to encourage viewers to learn more about the new vehicles," Wilson says. "We do see increases in Web site visits when our commercials have aired."
She says Audi's ad agency, McKinney & Silver of Raleigh, N.C., proposed several years ago that Audi increase its cable advertising to target specific groups of potential buyers.
Adds Wilson: "We will continue to use cable television to reach the best prospects for the Audi brand."