Advertising expenditure study: the car industry cut advertising budgets in 2009

S o the 'Automobilwoche' quotes a study by Nielsen Research. Under the term vehicle market, Nielsen includes not only the passenger car and commercial vehicle industry, but also two-wheelers, motorhomes, car dealerships and the accessories and tire industries.

Less advertising in specialist magazines

Trade magazines had to cope with the biggest decrease in advertising investments with a minus of 27.8 percent to 23.2 million euros, followed by the general-interest magazines (minus 21.7 percent to 268 million euros). The companies paid 492.6 million euros, 9.7 percent less, for advertisements in newspapers. Things went better for the TV stations: The companies in the vehicle market spent a large part of their marketing budget on the placement of TV spots. In 2009, the cost of television advertising amounted to 647.2 million euros, despite a reduction of 6.6 percent. Spending on radio commercials remained roughly at the previous year's level at 228.5 million euros.