Newspaper National Network Releases 2006 Automotive Purchasing and Media Influences Study
Newspaper Ads Lead in Influencing Auto Purchases Throughout the Decision Cycle
Published: New York, September 12, 2006
Newspaper National Network LP today released the results of the 2006 Automotive Purchasing and Media Influences Study conducted by GfK Automotive, the leader in automotive market research and successor to Allison–Fisher (creator of the Allison-Fisher Purchase Funnel).
Study results indicate that newspapers play a critical, much larger role throughout the automotive purchase cycle, not just at the end of the purchase process.
“Newspapers are thought of as doing an excellent job influencing final vehicle choice” said Jason E. Klein, President and CEO of Newspaper National Network LP. “However, this research delves into the earlier part of the automotive purchase cycle and shows that newspaper, both print and online, rival TV in their ability to establish a vehicle as part of consumers’ initial mindset. The study underscores the importance of newspapers throughout the entire buying cycle, both print and online.”
GfK/NNN 2006 Automotive Purchasing and Media Influences Study Key Findings:
NEWSPAPER ADS AND TV EQUAL IN DETERMINING THE INITIAL CONSIDERATION SET
| TV Ads | 43% |
| Newspaper Ads | 42% |
| Newspaper Websites | 30% |
| Internet Ads | 25% |
| Magazine Ads | 21% |
| Radio Ads | 11% |
| Outdoor Ads | 9% |
(Question: Which three information sources are most helpful to you in determining which vehicles to include in your initial consideration set?)
NEWSPAPER ADS OUT-PERFORM TV IN NARROWING DOWN CONSIDERATION TO 1-2 MODELS
| Newspaper Ads | 35% |
| TV Ads | 30% |
| Newspaper Websites | 28% |
| Internet Ads | 21% |
| Magazine Ads | 17% |
| Radio Ads | 9% |
| Outdoor Ads | 6% |
(Question: Which three information sources are most helpful to you narrowing down consideration to 1-2 makes/models?)
NEWSPAPER ADS ARE MOST HELPFUL IN DECIDING WHICH ONE MAKE/MODEL TO PURCHASE
| Newspaper Ads | 28% |
| Newspaper Websites | 25% |
| TV Ads | 23% |
| Internet Ads | 18% |
| Magazine Ads | 11% |
| Radio Ads | 7% |
| Outdoor Ads | 5% |
(Question: Which three information sources are most helpful to you deciding which one make/model to purchase/lease?)
The study also reported that the frequency of newspaper readership increases sharply when respondents are in the period three months prior to their vehicle purchase.
Two-thirds (66%) of respondents (who read the newspaper at least once a week) read the newspaper every day in the three months prior to purchase; about half (49%) of respondents (who read the newspaper at least once a week) read the newspaper every day in the three months post purchase.
Both groups read the newspaper more frequently than the national average. According to MRI, almost one-third (31.4%) of newspaper readers who (“read any daily newspaper”) read the newspaper every day (“read 28+ papers in the last 28 days”).
EVERY DAY NEWSPAPER READERSHIP IS HIGHEST THREE MONTHS PRIOR TO PURCHASE
MRI adults who read newspapers 31.4% read every day Shoppers three months prior 66.1% read every day Purchasers three months following 49.1% read every day (How often do you read the daily newspaper?)
MRI: Respondents who “read 28+ papers in last 28 days” divided by respondents who “read any daily newspaper”
GfK: Respondents who read every day divided by respondents who “read at least one newspaper a week”
After a preview of the new research, Ian Beavis, VP, Marketing for KIA USA confirmed “Just like auto enthusiast magazines, today’s consumers are definitely looking to newspapers as they gather their information about the automobiles on their consideration list, well before they make a purchase decision…it’s not just two weeks out. Perhaps the result of this research is not just a happy ending for newspaper, but rather a new beginning that we all need to take note of.”
This study offers key insights to automotive advertisers as earning placement on the car buyers consideration set is becoming increasingly difficult in the highly competitive automotive marketplace.
More detailed results from the study are available at www.nnnlp.com and to NNN clients. You will see other significant findings of this study…for example:
- 80% of new vehicle shoppers would like to see more manufacturer ads in their daily newspaper
- The growing importance of automotive ads on newspaper websites as a source of information prior to purchase
Study Background:
GfK conducted this study with the GfK Automotive Online Panel of 1,504 respondents nationwide. The respondents were in the market for a new vehicle within the next three months or had purchased a new vehicle within the last three months. Respondents also read the newspaper at least 1X per week.
About NNN:
Established in 1994, NNN is private partnership representing virtually all of the newspapers in the United States and the Newspaper Association of America. NNN’s 23 newspaper company shareholders are: Tribune Co. (TRB), The McClatchy Co. (MNI), Advance Publications Inc., Gannett Co. Inc. (GCI), The New York Times Co. (NYT), Hearst Newspapers, Media News Group, The Washington Post Co. (WPO), Philadelphia Media Holdings, Belo (BLC), Cox, The Seattle Times Co., Milwaukee Journal Sentinel Inc., Copley, Freedom, Pulitzer, Scripps (SSP), The St. Petersburg Times, The Buffalo News, Media General, Pittsburgh Post Gazette, Omaha World- Herald and the Newspaper Association of America.
NNN is the newspaper industry’s national sales and marketing arm for categories including factory automotive, packaged goods, pharmaceutical, general merchandise, technology, business and restaurants. As the “one-stop point of contact” with national advertisers, NNN is dedicated to strengthening brands, improving effectiveness, reducing costs, and improving advertiser return on the investment from national newspaper campaigns. NNN is headquartered in New York, with offices in Chicago, Detroit, Los Angeles and San Francisco. More information about NNN can be found at www.nnnlp.com.
About GfK:
New York-based GfK NOP and GfK Automotive, headquartered in Southfield, MI, are companies of GfK Custom Research, North America, part of The GfK Group which developed and fielded the study. With home offices in Nuremberg, Germany, The GfK Group is among the top-three market research organizations in the world. Its activities cover five business divisions: Custom Research, Retail and Technology, Consumer Tracking, Media and Healthcare. In addition to 13 subsidiaries in Germany, The GfK Group has more than 130 subsidiaries (including Starch, Roper, Allison-Fisher, Bruskin, MediaMark Research Inc) and affiliates in 61 countries.