SUVs Dominate Online Auto Ad Market

NEW YORK Sport utility vehicles represented nearly half of all automotive advertising during the first quarter, according to a recent study from Nielsen/NetRatings.

SUVs recorded more than 1.2 billion ad impressions during Q1, dominating the auto manufacturers market with a 48 percent share. Cars and vans each claimed about 19 percent of the auto manufacturers market, with 497 million and 472 million ad impressions, respectively.

“The Internet provides a very qualified target audience for car manufacturers, with more than 50 percent of the 18-49 age group logging online regularly,” said Charles Buchwalter, vice president of client analytics at Internet audience measurement and analytics firm Nielsen/NetRatings.

The Toyota 4Runner was the No. 1 car model advertised in the first quarter, posting 534 million impressions. GMC Envoy took second place with 355 million impressions. The Honda Element and Nissan Murano recorded 45 million and 44 million ad impressions, respectively. And the Infinity FX45 rounded out the top five with 40 million impressions.

Other automobiles that were heavily promoted via the Web included the Volvo XC90 (28 million ad impressions), Porsche Cayenne (25 million), Mitsubishi Endeavor (24 million), Lexus GX (21 million) and Kia Sorento (14 million).

Also, nearly 70 percent of the Q1 automobile ads ran on portals and Internet service providers.