If you caught the article in Radio Business Report/Television Business Report than you may already be familiar with the chart above that comes from a study of over 18,000 consumers who gauged which media had the most impact on purchasing/leasing an automobile for those planning to do so in the next 6 months.
The article reports that where dealers spend the most is not where they should be spending it based on consumer reaction and interaction. TV spend was more than double what the model suggested as a proper mix and the "other" line item was nearly double what the model suggested as well. This is a great article to share with dealers as it is backed with research and can help you get the advertising spend back to proportions that match the effectiveness of your property.
This is not all bad news for TV properties as they should be pitching their Internet Property share to increase as well. The report also gives TV, Radio, and Internet properties an opportunity to look at what is in the "other" spend line item and find a way to deliver that through a multi-media approach.
This is a great opportunity to do a strategic budget plan with your clients and help them balance the "media budget" using the Customer Marketing Profile. As they match spending to the model above, teach them how to ask for the items required to measure Return on Investement through the Equation For Success Generator and then to track and monitor campaigns with everyone they spend with.