Advertising spend in the automotive sector in Australia increased 8% to $690 million in the year to June, according to Nielsen's Ad Intel and Consumer and Media View (CMV) data.
In terms of media channels, spend was split across Metro TV (33%), General Display (20%), Regional TV (12%), Radio (12%), Social Media (9%), Out of Home (9%), Print (4%), and Cinema (1%).
The increase in automotive advertising was driven by strong investment from the sector’s key players:
Nielsen CMV data also showed a growing consumer interest in electric vehicles (EVs) with 985,000 Australians (of driving age) saying the next car they buy will likely be electric - a 4.2% increase over the last 12 months.
These changing consumer preferences are also reflected in the media spend, with ads in the EV sector jumping from $8.2 million in FY 2021 to $66.5 million in FY 2024 - an increase of 711% - bookending the exponential growth of $25.2 million in FY 2022 and $57 million in FY 2023.
The top five electric car models by ad spend in Australia for FY 2024:
Nielsen Ad Intel’s Australia commercial lead, Rose Lopreiato, said in today’s highly competitive automotive market, understanding where and how competitors are investing in advertising is crucial.
"With the rapid rise of EVs, the shifting media landscape, and the influx of new players contributing to the overall increase in the sector’s ad investment, having a clear view of competitor advertising spend and media allocation enables them to make informed decisions, optimise their strategies, and gain a competitive edge, regardless of whether they’re in the Top 10 or not," she said.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.