Bauer Media, Dennis Publishing, Haymarket Media Group and Immediate Media: The Priming Effect – How advertising intensifies motoring magazines’ impact on buying behaviour

Bauer Media collaborated with fellow media owner companies Dennis Publishing, Haymarket Media Group and Immediate Media to attain new insight into how motoring media and car advertising affect car buying behaviour in the UK.

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...

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