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Thanks to special deals on car loans, the automotive sector led ad spending in the fourth quarter, according to a survey by media researcher CMR/TNS Media Intelligence.
“Detroit pulled out all the stops and probably lost money by offering zero-interest loans to buy cars, and foreign makers had to respond in kind—all of which led to a lot of advertising by both,” said one media buyer. “It’s hard to believe that those deals will continue, and therefore advertising is likely to be cut back as well.”
But Steven Fredericks, president and CEO of CMR/TNS, sees the trend continuing deep into 2003.
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