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A Rising Tide Floats All Boats? Not so in Auto Advertising.


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Automotive advertising has been the lifeblood of a lot of local media companies. Automotive advertising is up 17% in 2014 over 2013. The number if cars sold is about 5% higher than it was last year. From the NADA, we are going to go close to 17 million cars sold - a significant increase over 2014. What the means is our forecast is going to be true for 2015. Automotive advertising will be up 24% in 2015. With 95% of that growth going on in digital media. There are only 3 media categories that will see an increase next year: digital, cinema advertising and radio advertising. Automotive is a $35B category - the second largest advertising category of all. We have 4,500 fewer dealerships than 10 years ago. The amount that dealers are spending to advertise a vehicle is down 21% than it was 5 years ago. Dealerships are spending 5 times as much money to promote a vehicle than they are on classic advertising. All of these trends and data are detailed in our 2014-2015 Automotive Outlook, available for download here:

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