Local Broadcast Television – A Designated Sales Driver? - Don Seaman-TVB

It looks like America39s love affair with cars is heating up againThe news coming out of Detroit is that auto sales for 2011 are set to rise 10 over 2010 quotKia Chrysler VW Set Pace as Dec Sales Advance 9quot Automotive News Jan 4 2012 quotVehicle sales for 2011 near 13M unitsquot Detroit News Dec 31 2011 With an estimated 128 million vehicles sold in 2011 it would be the best year for car sales in the US since 2008Interestingly many of the manufacturers that posted large gains this year also increased their Spot Television spending We took a look at the latest Kantar media spending data that is available October 2011 and as it turns out a correlation can be made between Spot Television and auto sales Granted there are a number of factors that influence car purchases yet there is a pattern that emerges that connects Spot Television to automobile sales across many leading brandsChrysler looking likely to end the year with a 26 bump over 2010 showed an identical 26 sales increase in October 2011 vs October 2010 While they showed a higher media spend in general they increased their Spot Television budget by a whopping 72Ford produced 13 more sales of cars and light trucks versus October 2010 while cutting spending significantly across all media other than Spot Television and Spanish Language Television They increased their spending in Spot TV by 44 which accounted for 306 of their media buy in OctoberThere was also a marked increase for Volkswagen in October as they nearly quadrupled their investment in Spot Television amp8211 which produced a 40 better October for them than last yearFurthermore HyundaiKia showed the most aggressive reallocation in October as they invested more money in Spot Television than in any other medium amp8211 27 more than they spend in Network Television The result was a 22 yearover year increase in salesEven with all of the other factors being considered the data shows that there is indeed a correlation between increased Spot TV spending and increased sales And why wouldn39t there be Where is the actual consumer connection to their new car purchase At the local dealership So anything that helps spread that message has got to help the manufacturers39 bottom lineBecause it39s at the local dealership that the consumer39s rubber will eventually meet the roadDon Seaman joined the TVB in January 2012 as Manager of Marketing Communications where he is responsible for promoting and raising awareness of the TVB and of Local Broadcast Televisionamp8217s value propositions within the traditional and digital media industries Don can be reached at dontvborgRead all Don39s MediaBizBloggers commentaries at Local MattersCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Local Broadcast Television – A Designated Sales Driver? - Don Seaman-TVB

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