Media Sales Today

Globally, automakers are expecting a strong 2012. Demand in the U.S., the world’s third largest market, will be solid, but outpaced by faster-growing economies. This year, U.S. automakers will likely be revving up their ad budgets to compete with international manufacturers who have set aggressive targets in the U.S. market and they’ll also be promoting luxury vehicles and lease financing.

The earthquake disaster in Japan had profound effects on the U.S. auto industry earlier this year. But inventory levels are expected to return to normal this fall. This shift back to normalcy may also generate increased advertising as dealers will need to promote fresh inventory and position themselves favorably against the competition.

While many media types are seeing a slowing in their advertising sales recovery, online advertising continues to grow. While retail continues to lead in online ad spending, automotive is poised to move into the number two position over the next two years.

New data shows automotive ad spending will hit $22.6 billion this year, up 7.2 percent from 2010. That spending should result in increased sales as consumer purchase intent is strong.

The July Media Sales Monthly is now available! This video briefing is designed for media advertising sales pros. This month’s video includes a new car sales forecast, ad opportunities with community colleges today, and help on getting around budgets when trying to make a sale.

Just released numbers show that for first quarter 2011 the overall U.S. ad economy grew 4.4 percent. While that is a slower pace than in previous quarters, it’s still good news. See the first quarter numbers by media type.

Advertising sales managers and account executives expect increased ad revenues this year from several categories, according to the 2011 Local Ad Sales Forecast. Sectors with projected growth include health care, retail, automotive and restaurant. With mid-term elections over, most expect decreased revenue from government/political advertising.