The big idea was for four publishers who are usually fierce competitors to work together for the first time on a piece of research to support their medium. In a world where print was being dropped from motoring campaign schedules altogether, conversations about which magazines to use were becoming redundant. Sales and insight teams from across all four publishers worked together to draw up a brief for research to:
• Demonstrate role and influence of motoring magazines in car purchasing journey.
• Demonstrate the role of motoring magazines in building brand awareness and consideration.
• Demonstrate how advertising within motoring magazines amplifies editorial content.
5. PROFILE OF MOTOR MAGAZINE READERS
MALE
90%
YEARS OLD
40+
INCOME
£40k+
6. 54%
Usually the first
to know about
new cars
have had a conversation
about cars in the
last week
Responsible for new
car purchases
68%60%
£34k
say friends and family
bought a car on their
recommendation
61%4 Is planned for next
vehicle spend
Average shortlist
on cars
78%
passionate about
cars
62%
are motor
influencers
PROFILE OF MOTOR MAGAZINE READERS
8. ALWAYS ‘IN-MARKET’
Next 6 months
56% Looked out for car on the road
51% Seen the car in dealership
35% Spoken to a sales person
23% Test driven the car
37% Requested a brochure
Next 6-12 months
47% Looked out for car on the road
30% Seen the car in dealership
14% Spoken to a sales person
19% Test driven the car
34% Requested a brochure
Next 12-24 months
36% Looked out for car on the road
36% Seen the car in dealership
24% Spoken to a sales person
27% Test driven the car
28% Requested a brochure
Over 24 months
26% Looked out for car on the road
32% Seen the car in dealership
23% Spoken to a sales person
26% Test driven the car
17% Requested a brochure
9. ALWAYS ‘IN-MARKET’ FOR INFO
Next 6 months
79% Visited manufacturer’s website
63% Visited dealership website
58% Read about car in motoring magazine
60% Read about car on motoring magazine website
63% Talked about car with family/friends
Next 6-12 months
56% Visited manufacturer’s website
39% Visited dealership website
46% Read about car in motoring magazine
51% Read about car on motoring magazine website
40% Talked about car with family/friends
Next 12-24 months
50% Visited manufacturer’s website
38% Visited dealership website
49% Read about car in motoring magazine
41% Read about car on motoring magazine website
32% Talked about car with family/friends
Over 24 months
43% Visited manufacturer’s website
27% Visited dealership website
43% Read about car in motoring magazine
42% Read about car on motoring magazine website
28% Talked about car with family/friends
10. Next 6 months
14% Look for reviews about the car
14% See an advert on TV
23% See an advert in a magazine
23% See an advertisement in a newspaper
23% See an advert online
21% Use a finance calculator
Next 6-12 months
24% Look for reviews about the car
23% See an advert on TV
37% See an advert in a magazine
33% See an advertisement in a newspaper
29% See an advert online
31% Use a finance calculator
Next 12-24 months
36% Look for reviews about the car
21% See an advert on TV
24% See an advert in a magazine
23% See an advertisement in a newspaper
27% See an advert online
32% Use a finance calculator
Over 24 months
40% Look for reviews about the car
28% See an advert on TV
34% See an advert in a magazine
27% See an advertisement in a newspaper
35% See an advert online
29% Use a finance calculator
ADVERTISING PLAYS AN IMPORTANT ROLE
11. ● High category engagement
● Willing to take risks
● Higher likelihood to go over budget
● Will compromise to get dream car
● Change cars more frequently
● More car buying experience
LOVER
Tendency to...
PRAGMATIST
Tendency to...
Seduce Convince
APPEALING TO THE
RIGHT MINDSET
● Low category engagement
● Risk-averse
● Budget driven
● Save cars for later
● Keep cars longer
● Less car buying experience
12. ONLINE SEARCH
● Search for specific models
● Get more data and evidence
● Directly compare different cars
● Assessment of car suitability
PRINT AND ONLINE FULFILL DIFFERENT NEEDS
AND MINDSETS IN THE BUYING PROCESS
Purpose Mindset
What
people get
out of it
● Come away from reality and
dream
● New cars/launches being brought
to my attention for consideration
● Invest in, learn about the brands
and their wider activities
● Learn about long-term trends in
motoring
PRINT MAGAZINE
Purpose
Inspiration
What
people get
out of it
Mindset
Relaxed, open Research Focused, judgmental
‘I read for inspiration and entertainment. You come away
from reality and the drudgery of life. You get ideas, even if
some of the ideas may only be a fantasy.’
– Male 40-50
‘Online is easier to compare prices and options but you
already need to have some idea what you are looking for,
otherwise it’s overwhelming.’
– Male 40-50
13. THE ROAD TO PURCHASE
MINDSET CONSIDERATION
LIST
WEIGHT OF
EVIDENCE
DECISION
LOVER
● High engagement
● Willing to take risks
● Long-term view
PRAGMATIST
● Low
engagement
● Risk-averse
● Budget driven
DESIRE STRIKES
“I want this car”
88%
Chosen car is on shortlist
from the beginning
RESEARCH
STARTS
“I need a car that…”
DISSUASION
“I know which one I
want, I am just playing
devils advocate”
63%
Chosen car is favourite
from the beginning
CONVICTION
“Which is the best
option?”
90%
Stick to their
budget (but budget
may increase
during process)
92%
Stick to type
of car
Any on the shortlist are
acceptable, it comes down to
the deal and delivery times
14. MINDSET CONSIDERATION
LIST
WEIGHT OF
EVIDENCE
DECISION
THE ROAD TO PURCHASE
LOVER
● High engagement
● Willing to take risks
● Long-term view
PRAGMATIST
● Low
engagement
● Risk-averse
● Budget driven
DESIRE STRIKES
“I want this car”
5%
See cars on
the road
1%
Drive or be
driven in a
friend’s car
12%
See car at
dealership
6%
Advert image
24%
Images in car
magazines
RESEARCH
STARTS
“I need a car that…”
3% Friends or family recommended
24% Brands I used to own
Convenient dealership location
Magazine/online reviews
Google type of car/Top 10
Advert text/price
9%
Both mindsets use the
same sources of evidence
22%
Friends of
family who
own one
Magazine
reviews/Awards/
Top 10
Owner forums/
reviews
49%
57%
Manufacturer
website/specs
Brand image
perceptions
21%
Car brochure
60%
Driving the
car/test drive
62%
Dealership
experience
15. THE ROAD TO PURCHASE
MINDSET CONSIDERATION
LIST
WEIGHT OF
EVIDENCE
DECISION
LOVER
● High engagement
● Willing to take risks
● Long-term view
PRAGMATIST
● Low
engagement
● Risk-averse
● Budget driven
3-18 MONTHS
BEFORE PURCHASE
2-3 MONTHS
BEFORE PURCHASE
1-3 WEEKS
BEFORE PURCHASE
Car not seen
Negative brand
perceptions
Negative reviews
and stats
Poor dealership experience
or communication
Insufficient
drives
Car looks
different in
real life
17. Environmental
credentials
Affordability Fuel
Efficiency
Spaciousness Sportiness Performance Safety Prestige Comfort Reliability Style Quality
53 53 48 48 47 44 44 43 41 38 37 37
EFFECTS OF MOTORING MAGS
change their ratings
‘I had concerns about the Dacia, but according to the
magazine it may be OK if you go for a higher spec.’
male 40-50
‘Friends said I should consider Hyundai, but I was not sure.
But now I read in the magazine they have improved a lot I
think I should now consider it.’
female 50+
18. £27,547 £30,066
Before
magazine exposure
After
magazine exposure
of readers increase their spend after
reading a motoring magazine
Planned budget for next car purchase
39%
EFFECTS OF MOTORING MAGS
Increase budget
9% increase
“Reading the magazine reminded me that I still
cannot afford a Volvo. But Audi may be more
affordable, I could stretch to Audi.”
Female, 40-50
19. notice the car advertising
- more engaged
66%
are more excited
about buying a car
45%
felt the motoring
magazines bought the
car to life
42%
have had more
conversations about
cars after reading a
motoring mag
42%
EFFECTS OF MOTORING MAGS
Increased excitement and positive associations
‘When I read the magazines I tend to be more
open, I am not in the middle of something else. I
tend to notice the advertis more than, let’s say,
when I browse online.’
– Male, 40-50
20. Motoring magazines
help reduce the number
on the shortlist
43%
Are inspired to add
more to the shortlist
20%
Bring purchase
forward
16%
EFFECTS OF MOTORING MAGS
Help make a decision
2 months
Shortens buying
cycle by
I read about prices for Tesla and found out that
they are more expensive, so that rules out Tesla
for the foreseeable future.’
Male, under 40
21. Changed the car they view as
favourite for their next purchase
after reading the motor magazine
“I was already considering the SEAT. It featured very highly in
the magazine and I am considering it even more so now. The
MINI was my favourite but it is simply not practical.”
Male, 40 - 50
EFFECTS OF MOTORING MAGS
Changes favourite
33%
22. COMBINING PRINT AND ONLINE MAKES THE AD
MORE MEMORABLE AND INCREASES BUDGET
Have increased
their car budget
36% 42%
Magazine only
Motor magazine and website:
Website only Magazine + Website
47%
It changed my views
on the brands I
am considering
7% 14% 17%
Budget increase
£3,470 £3,899 £4,209
23. ADDING A MAGAZINE TO TV ADVERTISING HELPS
CLOSE THE SALE
38% 39%
Magazine only TV only Magazine + TV
Changed my views on the
brands I am considering
2%
55%
It changed my views on
the brands I am
considering
7% 4% 17%
It changed my mind on
which car to buy 4% 10%
95% sure they would buy
their favourite car
‘I often do both at the same time. When I watch TV my
tablet is always next to me. When an interesting car advert
comes up I look for reviews of the model on line.’
– Male, 40-50
24. Create awareness and
inspire desire for new brands
to be considered
Change viewers
brand perceptions
Encourage buyers to
aim for a higher car
buying budget
Increase excitement
around car buying process
and keep the subject top
of mind
Help buyers reduce
their shortlist and make
a decision
Change buyers
favourite brand
EFFECTS OF MOTORING MAGS
26. POWER OF ADVERTISING - BUDGET
Have changed their
car budget
57%
Have increased
their car budget
36%
Have changed their
car budget
59%
Have increased
their car budget
38%
£3,470 £3,932
With adverts With brand relevant adverts
Average increase Average increase
Magazines with adverts trigger a higher planned car purchase budget
Have changed their
car budget
49%
Have increased
their car budget
32%
£2,891
Without adverts
Average increase
27. Reliability Quality
POWER OF ADVERTISING - BRAND PERCEPTION
Magazines with adverts have a stronger impact on brand perceptions
40 32 38 32 38 36 42 38 49 39 58 36 46 38 44 41 45 41 55 29 56 45 52 32
Style Comfort Sportiness Affordability Safety Prestige Performance Fuel Efficiency Environment* Spaciousness
‘Now I might consider the Mercedes SUV, that surprised me as
the price was lower than I thought.’
– Female, 40-50
With ads
Without ads
28. POWER OF ADVERTISING
SHORTEN PURCHASE CYCLE
Have changed
their timings
33%
Bring purchase
forward
16%
Have changed
their timings
38%
Bring purchase
forward
28%
2 months 5 months
Without adverts With adverts
Shortens buying cycle by Shortens buying cycle by
Effects on planned purchase timings
29. POWER OF ADVERTISING - SHORTLIST
Advertised brands have a better chance to stay on shortlist
Less likely to
be dropped
12%
‘There was nothing about BMW nor hybrids
but looking at Volvo it has increased my
interest in the SUV as a category, it has
opened my eye to alternatives.’
Male 50+
‘I remember seeing the Nissan advert but
that is because I like the car. Once you like
a car you
start seeing it everywhere.’
Male 50+
30. POWER OF ADVERTISING - FAVOURITE
Advertised brands have a better chance to become a favourite and the potential for
switch selling is GREATER
Featured brands added
as favourite
20%
Featured brands dropped
as favourite
23%
Without adverts
Featured brands added
as favourite
31%
Featured brands dropped
as favourite
17%
Net change
-3%
Net change
14%
With adverts
31. POWER OF ADVERTISING - FAVOURITE
Number of brands added/dropped as favourite
male 50+ male 50+male 50+
“I would be disappointed if Top Gear no
longer had any car adverts in it. I like to
see the adverts to get inspiration – for
the cars to buy in the future.”
“Evo is sporty, classy and stylish. If a
brand advertises here those attributes
are transferred onto the brand. It’s a
great introduction for a brand to
advertise here.”
I don’t mind advertising. I enjoy it if it’s
smart and beautiful and if it is targeted
at me then it is spot on.”
32. Without ads With ads
POWER OF ADVERTISING
SHARE OF ATTENTION
Without ad of car brand x
19%
share of attention
With ad of car brand x in the magazine
42%
share of attention
Placing an advert doubles the share of attention given to the brand
All done.
Based on total sample and all measures consistently a few % points higher for motor mag readers.
All done.
Based on total sample and all measures consistently a few % points higher for motor mag readers.
All planning to do all these in the future.
Based on total sample and all measures consistently a few % points higher for motor mag readers.
Appealing to the right mindset slide
Appealing to the right mindset slide
For 43% motoring magazines help reduce the number on the shortlist
A further 20% are inspired to add more to the shortlist
Increases demand
Reading a motor magazine slightly shortens the period buyers plan to use for the purchase of the car. However, magazine with adverts compound the effects as 28% who read a magazine now shorten their purchase timings resulting in the average buying cycle reducing by 5 months.