Automotive is the fourth biggest industry sector when it comes to global advertising spend, according to the latest data from Nielsen. It took just over a 9% share of total spend, equating to US$15 billion in the first six months of the year – although this represents a drop of 3.1% compared with the same period in 2012. North America accounts for a significant proportion of global auto spend with 51%, followed by Asia-Pacific (22%) and Europe (19%). Within the US market, Ford was the biggest advertiser, with total spend of US$856 million in H1 2013, a 7% increase year-on-year. The majority of automotive adspend tends to go to TV but newspapers are the most widely-used channel in both Canada and Mexico.
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Automotive adspend by global region
January-June 2013, % share, total automotive adspend ytd $15bn
Source: Nielsen Global AdView Pulse, Q2 2013