LONDON: UK media data analyst Billetts reports that of the ten top-selling auto brands in the UK, BMW achieved the best value from its advertising, spending just £22 ($38.5; €28.16) for each new car registered between 1 January-31 August this year, less than ten per cent of the national average of £233 per vehicle.
The Top Ten carmakers (by number of vehicles registered during the period) and ranked in ascending order by adspend-per-car are …
- BMW: £22
Units sold: 75,161 / Adspend: £1.637m
- Ford: £114
Units sold: 219,824 / Adspend: £24.952m
- Vauxhall: £127
Units sold: 205,554 / Adspend: £26.0356m
- Volkswagen: £155
Sales:120,368 / Adspend: £18.714m
- Audi: £177
Units sold: 67,575 / Adspend: £11.930
- Peugeot: £206
Units sold: 82,886 / Adspend: £17.050m
- Honda: £208
Units sold: 60,022 / Adspend: £12.514m
- Toyota: £279
Units sold: £ 72,106 / Adspend: £20.145m
- Citröen: £310
Units 55,928 / Adspend: £17.335m
- Renault: £389
Units sold: 68,637 / Adspend: £26.705m
Total: £233 (average)
Units 1,464,124 / Adspend: £26.705m
, Billetts' head of insights, conceded that BMW's results were distorted by the marque's high marketing spend in previous years.
He also believes marketers can anticipate lower media costs in 2009, estimating that national press rates will fall by an average of 5% and ITV's rates by 15%.
"Agencies," he said, "[should be] able to get a better deal in the tough months ahead."
Data sourced from BrandRepublic (UK); additional content by WARC staff