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Auto Ad Spending Plummets

Posted by Bill Sluben on September 14, 2009

David Goetzl of Media Daily News reports that automotive ad spending continues moving in reverse — at high speed. Even with the “cash for clunkers” program and post-bankrupt General Motors and Chrysler promising significant investments in marketing, total ad spending in the category is on pace to fall more than 31% this year, according to figures from TNS Media Intelligence.

Based on data from the first half of 2009, the sector could generate $9.8 billion in spending across all media for the year — a 31.3% decline over 2008. That precipitous drop would be nearly twice the 15.7% of a year ago.

During the first six months of the year, the six leading automakers all cut spot TV spending, with Honda down the least at 27%. GM, which emerged from bankruptcy in June, was down the most at 70%; Chrysler curtailed spending 52%.

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