Together, Local Television and Automotive Sales Are a Well-Oiled Machine -- Steve Lanzano

The relationship between Americans and their cars is not only deepseated itamp8217s also particularly local The dealerships arenamp8217t national They are local businesses selling national products that are very well attuned to needs of their own local marketsCustomers proudly drive their new cars off the lots of their local dealerships and into their familyamp8217s livesAnd thatamp8217s why the relationship between Local Television Broadcasters and the Automotive Industry is so indisputable Ultimately these products become local necessities Advertising on local TV stations is a critical component of automotive sales for AmericaAccording to the most recent fullyear data available those Auto brands that increased their Spot TV share inevitably saw an increase in Unit Sales For example GM increased its Spot TV budget by over 15 The result was an 18 increase in Unit Sales Market Share A 244 increase in Toyotaamp8217s Spot TV spending resulted in a 145 increase in market shareNaturally there are many tangible factors that contribute to a consumeramp8217s purchase of a vehicle Consumers today are better informed than ever before armed with comprehensive digital data that allows for a smoother purchase process Financing is more turnkey Even the ageold negotiation process is transformingYet with that in mind the first step is to motivate a consumer to go into a dealership The latest Purchase Funnel report from the Futures Company confirms that by far the most effective driver of that remains television And televisionamp8217s influence dominates all the way from awareness through to making the actual purchaseAn analysis of advertising spending data reveals a fascinating dynamic in place in the Automotive category The data more than suggests a striking correlation between Spot TV Advertising Spending by local auto dealers and new car purchasesSince 2002 thereamp8217s a 95 correlation between dollars spent and units sold Statistically thatamp8217s a rocksolid link amp8211 a 10 score is perfect What this means is that each advertising dollar invested by an auto dealership in local broadcast television has a tangible impact upon its success in moving cars off its lot Itamp8217s nearly a oneforone relationshipSo as far as local broadcast television and auto sales go John Wanamaker was wrongThe Automotive segment is a vital category for Local Broadcast Television And Local Broadcast Television is a vital medium for automotive sales Itamp8217s in the local markets whereAutomotiveamp8217s rubber meets the Local roadSteven J Lanzano joined TVB as president on January 1 2010 He came to the association from MPG US where as chief operating officer he was responsible for the strategic and operational leadership of MPGamp8217s marketing and service professionals across the USCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates at 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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Together, Local Television and Automotive Sales Are a Well-Oiled Machine -- Steve Lanzano

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