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Borrell-Auto-Manufacturer-Ad-Spend-Share-by-Medium-Nov2014Source: Borrell Associates

Notes: Digital media is expected to account for a majority 55.7% share of auto manufacturers’ ad spending next year, up from 44.9% share this year, per a new Borrell Associates forecast. Digital’s increasing spend share will primarily come at the expense of broadcast TV (17.6% in 2015, down from 20.8% this year) and newspapers (7.5% next year, down from 8.8% this year). Separately, the study finds that online video captures the greatest share of auto industry online ad spending, followed by paid search.

Related: Global Ad Spend Share Forecast, by Medium

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