2022 Local Automotive Advertising Outlook: Dealers Gear Up For Major Change in Messaging
It's been a topsy-turvy time for auto dealers. The industry just witnesses two years of records: Record lows and highs in sales, record high growth in sticker prices, and record low days' supply of new cars on dealer lots. How will it affect advertising expenditures in 2022? Our annual outlook chronicles the underlying changes that will affect $9.4 billion in dealer spending this year and how dealers will be forced to change their messaging. The 30-page report contains 18 charts and graphs, plus an appendix listing 2022 ad-spending forecasts for all 210 TV Markets and another appendix detailing how dealers spent a total of $38 billion on digital marketing services in 2021. The report is $1,195, or free to subscribers. An executive summary is available for free.