Ad-Tracking: Automotive: Magazines: General Motors out spends DaimlerChrysler by a factor of two

During the first half of 2005, automotive advertising in Hispanic magazines increased by 24.4% to US $13.6 million compared to the first half of 2004 (US $10.93 million).

Carlos Pelay, president of Media Economics, publisher of HispanicMagazine Monitor, says that “data seems to indicate that the auto sector is actually doing better than average. Overall (across all categories) ad pages are up by 6.5% and estimated ad dollars are up by 20.8%.”

According to the table below, General Motors leads the pack with ad expenditures of US $4.15 million, an increase of 17% compared to the same period last year.

High growth rate from a low base

Company

2003

2004

2005

% Change '05

General Motors Corporation

$2,145,451

$3,545,137

$4,148,578

17%

DaimlerChrysler Corporation

$1,430,927

$1,223,300

$2,043,456

67%

Ford Motor Company

$2,932,039

$1,557,448

$1,855,681

19%

Toyota Motor Sales, USA

$1,952,509

$1,626,089

$1,675,575

3%

Hyundai Motor America

$139,251

$209,217

$907,823

334%

American Honda Motor Co.

$425,072

$481,557

$723,009

50%

Nissan North America, Inc.

$457,579

$241,525

$565,813

134%

Volvo Cars of North America, LLC

$128,441

$411,186

$329,934

-20%

BMW of North America, LLC

$7,981

$198,237

$260,967

32%

Land Rover North America

$114,725

$298,629

$251,857

-16%

Totals:

$10,453,627

$10,973,839

$13,555,913

24%

Note: Top ten automotive advertisers in Hispanic magazines
Source:
HispanicMagazineMonitor, a service of Media Economics Group, (c) 2003 2005

Newspapers: Car dealership driven

According to data released by TNS/Media Intelligence, during the first five months of 2005 automotive brands increased their advertising expenditures in Spanish-language newspapers by 12.1%. Car dealerships interested in increasing traffic to their storesare the main automotive advertisers in newspapers. Corporate/brand advertising tends to be concentrated in national magazines. Advertising by local dealerships can be volatile. The availability of car salesmen who speak Spanish often determines whether or not advertisers invest in print. Interestingly, (brand) advertising at the corporate level had a very high growth rate during the first five months of 2005 (Daimler Chrysler +301%, General Motors +240%). Of course, these increases came from a very low base.

Small spenders

Company

Jan-May 2005 (US $)

Jan-May 2004 (US $)

Change

Ford (local dealerships)

2,114

1,968

7.41%

General Motors (local dealerships)

1,402

2,026

-30.82%

DaimlerChrysler (local dealerships)

1,313

1,085

20.99%

General Motors (corporate)

1,093

322

239.77%

Nissan Motor (local dealerships)

1,000

660

51.47%

Ford Motor (misc. dollars assigned)

928

369

151.52%

Honda Motor (local dealerships)

556

497

11.74%

DaimlerChrysler (corporate)

505

126

301.67%

DaimlerChrysler (misc. dollars assigned)

387

396

-2.40%

Toyota Motor (local dealerships)

367

476

-22.92%

Total (all brands)

11,553

10,306

12.10%

Note: Top ten automotive advertisers in Spanish-language newspapers
Source: TNS Media Intelligence


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