REVIEW. And now at the end of 2016: Shifting Gears 75% correlation among 20 top advertisers in the automotive category
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2 REVIEW Automotive is collectively one of the largest category spenders in TV and the growth in expenditures has outpaced the overall marketplace over the last few years. Automotive brands continue investing in TV for the simple fact that they know it works. When major brands shift gears in their media mix, though, they tend to also see a correlated impact to their web traffic Brands are more likely to see their traffic increase when they spend more on TV or, conversely, see their traffic decrease when they spend less on TV This report is another proof point in our series of analyses that showcases the strong correlation between TV investment and website traffic across categories: 2014: What s Driving Digital 85% correlation among 75 pure-play digital brands 2015: As Seen On TV 87% correlation among 15 pure direct response brands 2015: Ignition Point 82% correlation among 125 brands in 6 Call-To-Action categories (restaurants, retail, travel, telco, financial & insurance) 2016: What s App ning 77% correlation among 60 brands in the mobile app category, 86% specifically among the gaming segment And now at the end of 2016: Shifting Gears 75% correlation among 20 top advertisers in the automotive category SHIFTING GEARS VIDEO ADVERTISING BUREAU REPORT
3 AUTOMOTIVE CATEGORY TV EXPENDITURES ARE UP AS SEVERAL MAJOR BRANDS INCREASE THEIR SPENDING AND NEW ADVERTISERS EMERGE Automotive Category Five-Year Total TV Spend (in millions) $11,497.4 $12,096.7 $12,573.9 $12,760.6 $10, # of Advertisers* *Advertisers based on parent level 5,973 6,192 6,467 6,584 6,812 Source: Nielsen AdIntel. Total TV includes cable TV, broadcast TV, Spanish language cable TV, Spanish language broadcast TV, syndication TV, cable TV. Automotive category based on the defined Nielsen Automotive Industry which includes automotive, automotive accessories and automotive equipment SHIFTING GEARS VIDEO ADVERTISING BUREAU REPORT
4 IN THIS ANALYSIS, WE EXAMINED THE 20 AUTOMOTIVE MANUFACTURERS WITH THE HIGHEST AVERAGE TV SPEND OVER THE LAST TWO YEARS Based on a year over year comparison (Aug 14 Jul 15 vs. Aug 15 Jul 16), we compared the average monthly unique visitor vs. average monthly TV spend to understand if any correlations exist The auto brands analyzed represent a cross-section of the category: domestic and foreign, luxury and economy, trucks and cars Top 20 Automotive Manufacturer TV Advertisers Source: Nielsen AdIntel. Total TV includes cable TV, broadcast TV, Spanish language cable TV, Spanish language broadcast TV, syndication TV, cable TV. Time period: August 2014 July 2016 based on calendar months. SHIFTING GEARS VIDEO ADVERTISING BUREAU REPORT
5 OUR UNIVERSE FINDINGS: A DEFINITIVE CORRELATION BETWEEN TV SPEND & WEBSITE TRAFFIC 15 of the 20 Automotive Manufacturers (75%) Analyzed Exhibited a Direct Correlation Between TV Spend & Website Traffic 15 Brands 11 Brands Were In Both TV Spend & Monthly Unique Visitors 4 Brands Were In Both TV Spend & Monthly Unique Visitors 5 Brands Lack of correlation between TV Spend & Monthly Unique Visitors Source: Nielsen Ad Intel. Total TV includes cable TV, broadcast TV, Spanish language cable TV, Spanish language broadcast TV, syndication TV, cable TV; comscore, mediametrix multiplatform, unique visitors Total Audience (P2+). Monthly TV Spend & monthly unique visitors based on Aug 14-Jul 16 calendar months. SHIFTING GEARS VIDEO ADVERTISING BUREAU REPORT
6 OUR UNIVERSE FINDINGS: TV SPEND IMPACT ON AUTOMOTIVE MANUFACTURERS WITH A DEFINITIVE CORRELATION Shifts in automotive brands TV spending aid in accelerating, or decelerating, their website traffic 15 Automotive Manufacturers: TV Spend vs. Unique Visitors Year Over Year Comparison (Aug 14 - Jul 15 vs Aug 15 - Jul 16) TV Spend Up/Uniques Up 11 Advertisers On average: +16% more TV Spend +37% more Unique Visitors TV Spend Down/Uniques Down 4 Advertisers On average: -10% less TV Spend -12% less Unique Visitors Source: Nielsen Ad Intel. Total TV includes cable TV, broadcast TV, Spanish language cable TV, Spanish language broadcast TV, syndication TV, cable TV; comscore, mediametrix multiplatform, unique visitors Total Audience (P2+). Monthly TV Spend & monthly unique visitors based on Aug 14-Jul 16 calendar months. SHIFTING GEARS VIDEO ADVERTISING BUREAU REPORT
7 DEEP DIVES: SELECT EXAMPLES OF BRANDS DEMONSTRATED TV SPEND / WEBSITE TRAFFIC CORRELATION TV Spend Up, Traffic Up TV Spend (000): Aug Jul. 15: $97,918 $20,193 $58,812 $21,407 $22,732 Aug. 15 Jul. 16: $110,299 $25,075 $71,590 $33,149 $23,717 % Difference: +13% +24% +22% +55% +4% Unique Visitors (000): Aug Jul. 15: 1, ,936 1,617 1,146 Aug. 15 Jul. 16: 1,572 1,150 5,542 2,098 1,289 % Difference: +10% +24% +12% +30% +12% Source: Nielsen Ad Intel. Total TV includes cable TV, broadcast TV, Spanish language cable TV, Spanish language broadcast TV, syndication TV, cable TV; comscore, mediametrix multiplatform, unique visitors Total Audience (P2+). Monthly TV Spend & monthly unique visitors based on Aug 14-Jul 16 calendar months. SHIFTING GEARS VIDEO ADVERTISING BUREAU REPORT
8 DEEP DIVES: SELECT EXAMPLES OF BRANDS DEMONSTRATED TV SPEND / WEBSITE TRAFFIC CORRELATION TV Spend Up, Traffic Up TV Spend (000): Aug Jul. 15: $14,826 $16,156 $18,261 $68,887 $24,170 Aug. 15 Jul. 16: $17,979 $18,862 $22,313 $75,124 $26,288 % Difference: +21% +17% +22% +9% +9% Aug Jul. 15: ,282 1,380 Aug. 15 Jul. 16: ,214 1, % +15% +12% +81% +8% Unique Visitors (000): % Difference: Source: Nielsen Ad Intel. Total TV includes cable TV, broadcast TV, Spanish language cable TV, Spanish language broadcast TV, syndication TV, cable TV; comscore, mediametrix multiplatform, unique visitors Total Audience (P2+). Monthly TV Spend & monthly unique visitors based on Aug 14-Jul 16 calendar months. SHIFTING GEARS VIDEO ADVERTISING BUREAU REPORT
9 DEEP DIVES: EXAMPLES OF BRANDS DEMONSTRATED TV SPEND / WEBSITE TRAFFIC CORRELATION TV Spend Down, Traffic Down TV Spend (000): Aug Jul. 15: $36,871 $22,075 $39,284 $23,172 Aug. 15 Jul. 16: $36,264 $15,407 $38,387 $19,107 % Difference: -2% -30% -2% -18% Unique Visitors (000): Aug Jul. 15: 3,970 1,448 1,181 1,639 Aug. 15 Jul. 16: 3,791 1, ,230 % Difference: -5% -14% -19% -25% Source: Nielsen Ad Intel. Total TV includes cable TV, broadcast TV, Spanish language cable TV, Spanish language broadcast TV, syndication TV, cable TV; comscore, mediametrix multiplatform, unique visitors Total Audience (P2+). Monthly TV Spend & monthly unique visitors based on Aug 14-Jul 16 calendar months. SHIFTING GEARS VIDEO ADVERTISING BUREAU REPORT
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