March 2009 Spot Auto


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Time Warner Media Sales NY/NJ Metro Auto Newsletter

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March 2009 Spot Auto

  1. 1. NY/NJ Metro Area Automotive Advertising & Trends Newsletter Spot Auto Car Loans Being Approved by Local Lenders Who is giving out car loans these days? Ward’s Dealer Business, a magazine for auto dealer professionals, says that smaller banks and credit unions are the ones approving car shoppers for auto loans. “ We’re seeing a shift towards more localized, decentralized lenders,” says Mike Kane, senior vice president-client services for CitiFinancial Auto. According to Ward’s, big banks are still hurting from the mortgage and credit crisis and because of this, they aren’t giving out car loans like they used to. Smaller lending institutions doing business regionally, rather than nationally, “can provide very hands-on, high-touch personal service,” Kane says. David Jacobson, a former dealer who now heads GrooveCar, an online resource for credit union auto loans, says “A year ago, some dealers wouldn’t give us the time of day. Now, they are giving us loan applications from people with (high) credit scores.” What does this mean to you? Even though major banks and finance companies are in turmoil, smaller, local lenders are still approving buyers for car loans. Source: Liz Opsitnik Time Warner Media Sales Launches Spot Auto Welcome to the fist ever edition of Time Warner Media Sales Spot Auto! In this monthly newsletter we will bring you news, information and insights on some of the things that may impact new and pre-owned auto and truck sales. Additionally, we will provide you with advertising and marketing tips, news, trends and information. Since we are your local cable company we will also give you the inside scoop on the hot programming that is coming your way in the near future. We appreciate the opportunity to have you as a business partner. We are in this together. Let’s get to it… Comes to NY ! Since the NY Market Launch of in October 2008 we have generated more then 1,000 trackable, organic, scrubbed leads for our partner dealers! We have also aired thousands of :30 TV spots as added value for our dealers, highlighting their partnership with us. This service is offered at no additional charge to our dealers who are advertising with us on Time Warner Cable. NADA and Time Warner Team Up Since November we have been partnering with the NADA to run TV spots telling all of our subscribers why the best time to buy a new car or truck is today! To date Time Warner Media Sales has committed hundreds of thousands of dollars worth of our inventory to help support our local dealers and the economy. Your Market Share Now! Traditionally advertising budgets are amongst the first things cut when times get tough, but what should you really be doing for your brand and business to ensure you survive and even prosper during an economic downturn? Focus on your brand. Consumers stick with brands they know and love, especially when it matters most. Downturns are the best time to build on your brand, not ignore it. While many of your competitors will instinctively batten down the hatches and hope for the best, you should be investing in a stronger brand recognition. Its a time to really focus on what your brand stands for and to communicate that very clearly.  Consumers will be drawn to confident brands. (Source Sticky Advertising) In this issue Getting Your Deal Bought P.1 2008 New Units Sales Data P.2 Visuals in Advertising P.3 The 2009 NFL Draft on ESPN P.4 ISSUE March 2009 01
  2. 2. The above numbers represent sales out of Time Warner Media Sales in the Tri-State Area. According to the September Nielsen Viewers In Profile book Cable Penetration in the NYDMA is 81% thus it is fair when analyzing this data to adjust the zone totals down slightly to account for buyers who live in our zones who do not subscribe to cable. Dealer Quotes What do dealer principals have to say about our partnership with them? "When people take delivery of a car from our dealership, I ask them why they chose our dealership. They don't always say "because I saw your ad on TV" but they often tell me that they like our tv ads. That tells me that we are top of mind…." Howard N. Braunstein, CEO M&M Auto Group, Liberty NY Woods Drives Big Numbers For Golf Channel As expected, Tiger Woods's return to action at the WGC-Accenture Match Play Championship. Woods, drew record numbers of viewers on the Golf Channel. Nielsen Media Research, said that the network's first-round coverage of the match-play event will exceed the 1.8 household rating (which is about 1.7 million viewers, its best ever Golf Channel ratings performance. An outstanding feat since, the Match was on a Wednesday afternoon! Mike Reynolds -- Multichannel News Time Warner Zones 2008 New Units Sales Shown Copyright © 2007 R. L. Polk & Co. All rights 64 62 586 140 259 491 320 Poughkeepsie 23 30 255 63 133 253 236 Kingston 52 64 344 103 202 400 175 Newburgh 40 48 382 99 229 256 244 Sullivan 115 105 1,154 270 494 1,000 607 Orange 165 254 404 161 144 710 384 Bergen NJ Lincoln Cadillac Chevrolet Chrysler Dodge Ford Jeep 769 520 986 496 520 1,300 905 Staten Island 535 744 2,080 792 767 3,802 1,257 Queens 89 129 419 225 224 593 253 Brooklyn 209 418 525 240 230 1,116 653 Manhattan Lincoln Cadillac Chevrolet Chrysler Dodge Ford Jeep 30 74 123 163 240 1,594 641 1,222 Poughkeepsie 25 42 50 30 76 414 264 452 Kingston 38 65 113 108 132 797 547 854 Newburgh 28 47 48 41 51 351 213 471 Sullivan 75 122 199 197 261 2,279 1,286 1,896 Orange 300 940 1,041 370 965 2,371 1,156 2,156 Bergen NJ Infiniti Lexus Mercedes Acura BMW Honda Nissan Toyota 709 1,252 1,345 552 1,125 4,704 3,732 3,398 Staten Island 1,410 2,291 2,530 1,737 2,426 10,829 7,138 9,133 Queens 210 461 434 269 509 2,949 1,084 1,737 Brooklyn 467 1,301 2,006 622 2,124 2,931 1,010 2,678 Manhattan Infiniti Lexus Mercedes Acura BMW Honda Nissan Toyota
  3. 3. ARF: TV MORE EFFECTIVE THAN EVER STUDY FROM ADVERTISING RESEARCH FOUNDATION (ARF) Forget TiVo. Forget fragmentation. Forget clutter, and everything else that critics have said would kill the effectiveness of television advertising. Although it might be a bit counterintuitive, a new study from the Advertising Research Foundation says that not only has television retained its effectiveness as an advertising medium, it might actually be doing better than it ever did! Brandweek reports that the analysis is based on 388 case histories from seven different research agencies: Point Logic, IRI, ARS, PM Group, Dratfield, Marketing Evolution, and Millward Brown/Dynamic Logic. “Marketers need to be more confident in the fact that there are different ways that their brand messages add value to people’s lives,” Joel Rubinson, the chief research officer of ARF said. “(TV commercials) help simplify the (buying) decision. As people’s lives become more complicated, there is great value to that. They want to zone out and watch TV and relax and let the communication wash over them. It’s an extension of the brand experience.” The ARF report comes on the heels of a similar finding by yet another group, the Media Marketing Assessment unit of Aegis Group’s Synovate, as reported by Advertising Age. MMA senior VP Douglas Brooks says, “We haven’t seen a significant trend in the erosion of effectiveness of TV,” and Ad Age adds MMA, which reports to its clients yearly on findings of television’s effectiveness, “has seen a slight uptick in effectiveness in recent years.” One possible reason for that could be MMA’s finding that about a third of search queries for a particular brand were driven by offline advertising, particularly television advertising—a higher proportion than that driven on online display advertising. Of all possible media, television ranked number one in terms of raising awareness, and Rubinson said the sum of the findings showed “units sold numbers increased as a result of increased TV impressions.” He added, “(When you see it) across 388 case histories, I think you’ve got to believe it.” Source: Cable Spots Friday, February 27, 2009 Marketing Tips Think Cable 1 st STOP THE PRESSES! Rocky Mountain News publishes final edition Colorado's oldest newspaper, which launched in Denver in 1859, printed its last edition Friday February 27th. The News is the latest - and largest - newspaper to fail in a recession that has been especially brutal for the industry amid falling ad revenue. Four owners of 33 U.S. daily newspapers have sought Chapter 11 bankruptcy protection in the past 2 1/2 months. A number of other newspapers are up for sale. The newspaper will close just two months short of its 150th anniversary. CATHERINE TSAI Associated Press The eyes have it! Paul Lester, a leading psychologist in visual advertising says: "Words are easily forgotten, but pictures stay in our minds." In the age of the Internet and popular television, it might be assumed that as a whole we have abandoned written media. But the reality of it is that as humans we remember about 10% of what we hear, 30% of what we read, and about 80% of what we see. Considering this evidence, it is easy to see why we are such a visually dominated society. "We are becoming a visually mediated society. For many, understanding of the world is being accomplished, not through reading words, but by reading images." What does this mean for the advertisers of tomorrow? They, like us, will have to adapt accordingly. That means better advertising on the Internet, without saturating our eyes. More images spliced with words. Better understanding of the products through visual analysis. Source: Macalester College psychology department
  4. 4. Jeff G. Harris, Time Warner Media Sales Automotive Marketing Expert Phone: (845)695-7187 Fax: (845)692-3042 Email: [email_address] Upcoming Programming Time Warner Media Sales Websites Learn about us Sell Cars Online Find a great new commercial Spot Auto Issue 01 March 2009 Premieres Law and Order Criminal Intent Season 8, Sunday April 19th at 9pm on USA Live Events The 2009 NFL Draft is Live on ESPN April 25th ESPN will televise its first heavyweight championship fight March 21 when WBC heavyweight champion Vitali Klitschko defends his title against Juan Carlos Gomez. The fight, the first for Klitschko since winning the title for the third time this past October against Samuel Peter, will air live at 5 p.m. from Stuttgart, Germany on ESPN <ul><li>Nora Roberts On Lifetime </li></ul><ul><li>In 2007, Lifetime adapted four of Nora Roberts’ best-selling novels into original movies. The result was a huge ratings success. Together, the four titles averaged a 3.4 HH rating and the four premiere telecasts combined reached more than 20 million viewers. Lifetime will again bring four more Nora Roberts novels to life in 2009: </li></ul><ul><li>Nora Roberts' Northern Lights - March 21 at 9 pm </li></ul><ul><li>Nora Roberts' Midnight Bayou - March 28 at 9 pm </li></ul><ul><li>Nora Roberts' Tribute - April 11 at 9pm </li></ul><ul><li>Nora Roberts' High Noon - April 4 at 9 pm </li></ul>NY Yankees vs. Boston Red Sox Friday April 24th 7pm on YES Network