Although automakers often generate interest in new vehicles and brands by launching them at other times of the year, fall is traditionally when we see the big push for the new model year. Dailies garner most of the ad dollars during the season, followed by TV. Combined they account for 90.6% of the spending.

Annual National Advertising Spend, Automotive Q3 and Q4 (reported in 000s)

Q3 2000: $176,174 Q4 2000: $249,125

Q3 2001: $181,454 Q4 2001: $274,475

Q3 2002: $178,135 Q4 2002: $260,062

Q3 2003: $198,320 Q4 2003: $264,035

National Q4 2003 Spend by Medium (000s)

Total Media $264,035

Dailies $125, 270 (47.4% of the total)

Magazines: $11,268 (4.3% of the total)

Out of Home: $5,001 (1.9% of the total)

Radio: $8,475 (3.2% of the total)

Total TV: $114,022 (43.2% of the total)

National Q4 2003 – Top 5 Spenders in Automotive* Category

1) General Motors Corporation

2) Ford Motor Company

3) Chrysler Dodge Jeep Dealers Association

4) Toyota Motor Corporation

5) Nissan Motor Co. Ltd.

*Automotive Category: cars, minivans, trucks, vans, dealer (excludes local automotive dealer advertising.

The preceding data is from the Nielsen Media Research Advertising Expenditure CD. For more information, please contact Andrew Bruckner, senior sales executive, andrew.bruckner@nielsenmedia.com.

All data courtesy of Nielsen Media Research.