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AUTOMOTIVE ADVERTISING Jon Swallen TNS Media Intelligence Please step into my time machine TVB Forecast Conf. Travel back to Sept. 6, 2007 I Said To You…. “The auto category has been a bloody mess since the middle of 2005.” Jon Swallen TVB Forecast Conference September 6, 2007

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AUTOMOTIVE ADVERTISING

Jon Swallen

TNS Media Intelligence



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TVB Forecast Conf.

Travel back to Sept. 6, 2007


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I Said To You….

“The auto category has been a bloody mess since the middle of 2005.”

Jon Swallen

TVB Forecast Conference

September 6, 2007


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“We keep thinking it can’t get worse but there are no indications a corner has been turned.”

Jon Swallen

TVB Forecast Conference

September 6, 2007


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We still haven’t found that corner. indications a corner has been turned.”


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But we did find a cliff. indications a corner has been turned.”


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$10 Billion of Lost Ad Spend In 5 Years indications a corner has been turned.”

-3.7%

-6.1%

-7.3%

-15.7%

-31.3%

$20.2

$19.4

$18.2

$16.9

$14.3

$9.8

Source: TNS Media Intelligence


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H1 ‘09 indications a corner has been turned.”

-20%

-57%

-40%

-31%

All Segments Are In Decline

Source: TNS Media Intelligence


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Where Did The Money Go? indications a corner has been turned.”

Other 16%

Nat’l TV 28%

Web 4%

Newsp

26%

Spot TV 26%


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Where Did The Money Go? indications a corner has been turned.”

Other 13%

Other 16%

Nat’l TV 38%

Nat’l TV 28%

Web 7%

Web 4%

Newsp

23%

Newsp

26%

Spot TV 26%

Spot TV 18%


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Spot TV Is Losing Share Of Spend… indications a corner has been turned.”

-7.9%

+6.4%

-9.2%

-19.1%

$1.72

$5.2

$4.7

$5.1

$4.6

$3.7

-50.5%

24.4% Share

25.5% Share

26.1% Share

27.2% Share

27.7% Share

$1.8

18.8% Share

Source: TNS Media Intelligence


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…As All Segments Pulled Back In H1 ‘09 indications a corner has been turned.”

- $423 million

- $303 million

- $179 million

Source: TNS Media Intelligence


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Automotive Cutbacks On Spot TV indications a corner has been turned.”H1 2009 vs H1 2008

-27%

-$26

-68%

-$82

-42%

-$21

-52%

-$77

-70%

-$55

-52%

-$66

Source: TNS Media Intelligence


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-27% indications a corner has been turned.”

-68%

-42%

-52%

-70%

-52%

Automotive Cutbacks On Spot TVH1 2009 vs H1 2008

Source: TNS Media Intelligence


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Large Markets Have Suffered The Most indications a corner has been turned.”

Source: TNS Media Intelligence


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Cash For Clunkers Program indications a corner has been turned.”

Source: TNS Media Intelligence


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Key Indicators To Track indications a corner has been turned.”

New vehicle sales


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Key Indicators To Track indications a corner has been turned.”

New vehicle sales

Model introductions and redesigns


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Key Indicators To Track indications a corner has been turned.”

New vehicle sales

Model introductions and redesigns

Ad spend per vehicle sold


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Ad Spend vs. Unit Sales indications a corner has been turned.”

Sources: TNS Media Intelligence; Wards AutoInfo Bank


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Key Indicators To Track indications a corner has been turned.”

  • New vehicle sales

  • Model introductions and redesigns

  • Ad spend per vehicle sold

  • Dealership closings (GM, Chrysler)


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AUTOMOTIVE ADVERTISING indications a corner has been turned.”


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