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Automotive: Media Attributes

Automotive: Media Attributes. Important Note To Our Members:. The slides or “1-sheets” were created to demonstrate the advantages of Television among Automotive Shoppers based on the new CAB / Scarborough 2008 Multi-Media Study .

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Automotive: Media Attributes

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  1. Automotive: Media Attributes

  2. Important Note To Our Members: • The slides or “1-sheets” were created to demonstrate the advantages of Television among Automotive Shoppers based on the new CAB / Scarborough 2008 Multi-Media Study. • All content is based on CAB custom questions on how consumers use each media. • This document is not a presentation. You can take one slide or all of them depending on your presentation needs.

  3. Important Note To Our Members: • These slides were created on a white background so they can easily be inserted into your current presentation • Please view the presentation in slideshow mode as there may be animation * The CAB/Scarborough 2008 Multi-Media Study examines consumer attitudes and perceptions across seven media including television, newspapers, radio, internet, magazines and out of home. This research links to the Scarborough Local Market Study and combines our respondents’ answers to all of our media-related questions to the entire Scarborough questionnaire. Methodology can be found on last slide.

  4. How do New Car Buyers think about different media? Among Consumers Who Plan to Buy/LeaseNew Car Next 12 Mos. Each media source claims to have certain key advantages as an advertising medium. These findings reveal these claims may not be as true as once believed…

  5. Ad-Supp Cable Brdcst Networks News- papers Radio Internet 38% 34% 21% 26% 20% 29% 28% 21% 21% 17% 28% 22% 17% 22% 19% 27% 21% 13% 15% 18% 25% 24% 12% 16% 16% 24% 18% 13% 15% 16% Plan to Buy/LeaseNew Car Next 12 Mos. Word / Phrase that Best Describes Ads in Each Media Gets My Attention Influential Relevant to My Lifestyle Engaging Persuasive Targeted to Me C4. Check the word or phrase you feel describes the advertising in each of the following media (check all that apply):

  6. Usually change the radio station when an ad comes on 66% 33% I have visited a store shortly after hearing a radio ad 74% 26% Plan to Buy/LeaseNew Car Next 12 Mos. When a radio ad comes on, what will listeners do? Agree Disagree Radio D1. Check how much you agree or disagree with each statement below… (among those who answered)

  7. 61% Clip & bring coupons when shopping (sales promotions) 39% 64% 36% Clip & bring newspaper ads when shopping (portability) 52% Only read newspaper on day printed (immediacy) 48% Plan to Buy/LeaseNew Car Next 12 Mos. Coupon clipping may still work… but user beware! Agree Disagree Newspaper D1. Check how much you agree or disagree with each statement below… (among those who answered)

  8. 81% I often notice ads at bus stops 19% 71% I often notice ads on buses 29% 81% I often notice ads on trains 19% 64% I remember ads on billboards while in the car 36% Plan to Buy/LeaseNew Car Next 12 Mos. Consumers don’t think much about Out-of-Home ads Agree Disagree Out-of-Home D1. Check how much you agree or disagree with each statement below… (among those who answered)

  9. 77% I pay more attention to ads on my TV than on the Internet 23% 82% I ignore banner ads on the Internet 18% Pop-up ads on the Internet annoy me 85% 15% Plan to Buy/LeaseNew Car Next 12 Mos. Are Internet Ads Effective? Consumers Don’t Think so! Agree Disagree Internet D1. Check how much you agree or disagree with each statement below… (among those who answered)

  10. … On Screen Offers for Discounts 56% … Ad to Get More Information About Product 57% … On Screen Polls Related to Current Program/ Ad 65% Plan to Buy/LeaseNew Car Next 12 Mos. Car Buyers Want to Use Interactive TV Services Agree Like Ability to Use TV Remote to Respond to: D1. Check how much you agree or disagree with each statement below… (among those who answered)

  11. 27% 11% 7% 5% 3% …Visited an Auto Website for More Information Television Best at Driving Automotive Consumers to Brand Websites for More Information Consumers Who Plan to Buy or Lease New Car Next 12 Months… … And Received An Auto Brand Advertisement… Television Ad Newspaper Ad Magazine Ad Radio Ad Billboard Ad C1. Check which of the following types of advertising that prompted you o look on the Internet for more information about a particular company, product, or service in the past 30 days.

  12. CAB/Scarborough 2008 Multi-Media Study: Methodology • The CAB/Scarborough 2008 Multi-Media study examines consumer attitudes and perceptions across seven media including television, newspapers, radio, internet, magazines and out of home. • An 8-page recontact questionnaire was mailed to an every nth random selection of respondents who answered the full Scarborough Study and combines our respondents’ answers to all of our media-related questions to the entire Scarborough questionnaire. • Specifics: • Based on Adults 18+ • Sample source: Scarborough USA+ database • Fieldwork dates: February 22, 2008 – April 14, 2008 • Returned in-tab surveys: 2,655 (44% return rate)

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