AdAge Study Reveals Interesting Automotive Stats

A recent AdAge study took a look at the nation’s companies that spent the most during calendar year 2016. Not surprisingly, the automobile industry had an immense presence in the Top 100; in fact, by this blogger’s count, a full 10 spots were occupied by automobile manufacturers.


Who spent the most, you ask? That would be General Motors (#3 overall in the list), spending $3,768 billion dollars last year alone. Also cracking the Top 10 was the Ford Motor Company (#9), who shelled out $2,341 billion. Just behind them were Fiat Chrysler at #12 ($2.165 billion) and Toyota (#15) at $1.998 billion.


More on the AdAge Study

Breaking down automotive advertising market share specifically by brand, Ford finished atop the list at 14.2%, followed by Toyota (12%), Chevrolet (11.9%), Honda (8.4%) and Nissan (8.1). All told, the automotive industry spent more than any other category of advertiser, with $15.2 billion in 2016.


According to the AdAge study, all major media and marketing services spent $421.5 billion. TV advertising was first, at $68.1 billion, followed by Internet at $60.4 billion.

These are all interesting statistics … but we also noticed something else that captured our attention. There were a number of Internet-based companies that were very high up on the list.


Why do you suppose these folks – who are advertising giants in their own right – would spend so much of their own ad budgets on the “traditional media” of radio and television? The answer is simple: traditional media drives people to the online marketplaces where goods are bought and sold … the online insurance companies … the online communications companies … and so forth. Together, traditional and online advertising work far better than they do all by themselves. Need proof?  A Radio Advertising Bureau (RAB) study showed that radio ads and Internet together resulted in a more than five times greater recall ability than the Internet advertising alone. Something to think about as you advertise for your own dealership(s) going forward.


Are your advertisements being noticed – and getting results – as much as you’d like? If not, you should call JKR today! Give us 30 days and you’ll experience improvements in foot traffic and sales like you’ve never seen before. Contact Eric Tigner at (321) 397-0777 or at and mention this blog to get the ball rolling. For your efforts, he will give you FREE Advertising Review chock full of info you’ll find useful whether or not you ever retain us as your agency!


JKR Automotive Advertising: We Move Cars.