A Look Under the Hood

Automotive continues to be one of the largest category spenders in media.

It has recently seen double-digit growth in TV advertising expenditures during the all-important Q4 time period when new model-year vehicles are released.

Many savvy auto marketers know that TV works and have increased their investment; however, some brands have recently decreased their investment in TV and re-allocated their dollars to other platforms.

This report provides an analysis of the relationship between TV spend and key digital metrics like website traffic, search queries, social actions and online video views.

We explore specific examples of how TV spend, both increases and decreases, has an effect on the desire of a consumer to further engage with a brand through online investigation, conversation and exploration.