Source: 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.
