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NEW YORK General Motors is expected to further increase the proportion of media dollars it spends on digital media, particularly on the local level, according to a report issued today by Merrill Lynch.
The embattled car manufacturer plans to allocate more of its national ad budget to the Web even as the company faces widespread spending cuts and heavy revenue losses, according to Merrill.
In the new report, analyst Lauren Rich Fine wrote that based on recent conversations she’s had with top GM marketing officials, “more of GM’s marketing budget will go online despite an already 10-15 percent share of the national ad budget [being spent on the Web],” said Fine.
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