Curious about the role media plays in the car-buying process, VAB commissioned a custom study to quantitatively analyze the role of each vehicle in the purchase process.
We unveiled the first wave of the results in a report titled, Start Your Engines: TV Accelerates Automotive Buyer’s Path to Purchase. In Cruising Speed, we take an in-depth look at the differences and similarities of each media throughout the decision-making process for likely sports/luxury and economy vehicle buyers.
Below are just some of the topline findings uncovered:
- TV ads prompted more than half of likely luxury and economy car buyers to look for more information on a vehicle manufacturer’s website.
- TV is almost twice as likely as online search to drive local dealership awareness among prospective buyers.
- Television has influenced 42% of likely luxury buyers to take a test drive at their local dealership.
Which type of vehicle are you looking to purchase/lease in the next 6 months?
Not surprisingly, almost half of the prospective sports/luxury buyers have a $100K+ HHI, much higher than economy vehicle buyers
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