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Hyundai i30 Regional TV Effectiveness Study 2008-2010

This study showcases how regional TV significantly contributed to the success of Hyundai i30 in the small car market, with key findings on sales, ROI, and buyer demographics. Regional TV proved to be a vital marketing channel for Hyundai i30, driving sales and outperforming national averages. The report offers valuable insights into the impact of regional TV advertising on small car sales and consumer behavior.

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Hyundai i30 Regional TV Effectiveness Study 2008-2010

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  1. Automotive: Hyundai i30 Main findings Regional TV Effectiveness Study 2008 - 2010 • Regional TV was a major contributor to most successful new small car launch of past 3 years • Regional buyers accounted for 37% of i30 sales in first full year • ROI from regional TV was double national average

  2. Typical regional i30 Hyundai buyer is financially secure female baby boomer Source: Roy Morgan Research (12 months to June 2010 - new Hyundai small vehicle bought in the last 5 years)

  3. In first full year of i30 launch regional uptake was almost 50% higher – regional buyers cashed up and like value TV spend Share Hyundai i30 share of Small < $40k category sales Source: VFACTS and AdQuest

  4. In 2009 bigger FTA TV budget doubled sales in all active markets and 37% of all sales came from regional TV spend Share Hyundai i30 share of Small < $40k category sales Source: VFACTS and AdQuest

  5. Higher regional share of national TV spend from 2008 onwards had clear positive impact on sales uptake 16% Share of total TV $ to regional 20% 21% 21% TV spend Share Hyundai i30 share of Small < $40k category sales Source: VFACTS and AdQuest

  6. Consistent use of regional TV has helped Hyundai i30 achieve higher share of regional small car sales Hyundai i30share of Small <$40k segment sales January to September 2010 vs. 2009 Source: VFACTS Jan-Sep 2010 vs. 2009

  7. 3 3 % of national Hyundai i30 sales since launchcame from regional markets Source: VFACTS Jan – Dec 2008-2009, Jan-Sep 2010

  8. R O I X2 Regional TV returned overdouble the rate of return of metro TV since launch Source: VFACTS Jan – Dec 2008-2009, Jan-Sep 2010 * AdQuest:: Missing data in 2008 only from Jan to Mar NB: Average unit value est. $25,000

  9. This case study is available for download at:www.regionaltvmarketing.com.au For a more detailed presentation of this case study or to arrange a case study for your brand contact: Regional TV Marketing @ 02 9929 2112

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