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TV Dominates Auto Advertising in Germany

Digital ad spending low compared with consumer use of internet when researching car purchases

February 9, 2017 | Advertising & Marketing

A December 2016 report from Arbeitsgemeinschaft Online Forschung (AGOF) reveals that 44% of automotive industry ad spending in Germany in the first half of 2016 was devoted to TV, more than double the share spent on the next closest medium. The country’s auto industry allocated a total of €382.5 million ($424.3 million) to TV ads in that period.

Automotive Industry Ad Spending in Germany, by Media, H1 2016 (millions of € and % of total)

While TV is the king of auto industry advertising in Germany, other media are also receiving significant outlays from the auto sector. AGOF found almost 20% of auto industry ad spending went to newspapers, 15% was devoted to digital efforts, 11% went to consumer magazines and 10% went to radio.

Only 2% of auto industry ad spending went to mobile.

It’s questionable whether the share of automotive ad spending devoted to digital is appropriate. In an April 2016 survey conducted by Boston Consulting Group (BCG), 82% of internet users in Germany said they used digital information sources to research a car purchase. With that many potential customers learning about automotive choices digitally, advertisers seeking car shoppers in Germany may want to consider upping their efforts online.

Ben Clague

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