Report: Total Auto Advertising to Inch Up in 2010

Auto advertising has been in the dumps since 2005, but it should improve next year.
According to new report from Borrell Associates, released Friday (Nov. 13), total auto advertising across all media segments will inch up 4.1 percent to a little over $19.1 billion in 2010.

While all segments will enjoy an uptick in the low-single digits, cinema and online will enjoy double-digit growth. Auto advertising in cinema will grow 18 percent to $77.3 million, while online advertising will grow 11.4 percent to $4.3 billion.

Online is becoming a much more important media channel for auto advertising, accounting for 5.2 percent of all ad dollars spent in 2009.

Automakers are shifting how they spend dollars online, decreasing dollars spent on display banners, popups and classified, and increasing dollars spent on e-mail and social-networking campaigns. The biggest growth area will be streaming audio and video.

“The segment is positioning itself for ‘break-out’ growth in 2010,” the Borrell report said.