Bell Media Automotive ROI Research

Bell Media Automotive ROI Infographic_2015This study investigated advertising ROI and found that established media, including television and radio, play a pivotal role in building up the sentimental connection consumers have with automotive brands. It also found that while search played a role in capturing sales during the active state, television and radio were responsible for creating demand and building consideration – actually getting brands on to consumers’ proverbial podium.

Key findings from the study include:

  • Advertising on broadcast channels are driving the lions’ share of positive buzz in the automotive category with a nearly 10% increase in sales driven by television and radio – a dividend payout on the original media investment.
  • In the demand-generating media category, TV and radio achieved the strongest return on advertising investment at $21.55 and $7.44, while newspapers scored the lowest at $1.36.
  • Media advertising accounted for 29% of vehicle short-term sales over a three-year time period.

The study, developed by Bell Media in partnership with MediaCom Business Science and a major automotive company, is the first of its kind in Canada.