Synopsis

The need for new insight

Over 2.5 million new cars are bought in the UK every year. Faced with overwhelming choice of makes and models buyers consult a range of influencers including automotive magazines in order to reach a purchase decision.

In an industry first, the four leading publishers of UK motoring media, Immediate Media, Dennis, Haymarket and Bauer Media, joined forces with Emotional Logic to deliver evidence how motoring media and car advertising affect buying behaviour. The magazines represented by those media owners reach over 10.4m car buyers who are responsible for up to 60% of all new car purchases in the UK.

Alison Finnegan, Immediate Media: "Through years of researching the sector we have accumulated a large databank of insight including evidence that motoring media influence car buyer decisions. With increasing focus on media effectiveness, we felt it was necessary to provide deeper insight into those effects, particularly how editorial and advertising interact and we required a state-of-the-art methodology to do so."