Editor and Publisher Reports

Borrell Associates' latest study: 2022 Local Automotive Advertising Outlook, released on Monday, Jan 7, 2022, predicts significant changes in this highly lucrative media advertising category for the next few years. Within the 30-page report, 18 charts and graphs reveal that local dealers spent an estimated $8.7 billion on advertising in 2021, a 15% increase over 2020. In 2022, the forecast is for an 8.8% increase in ad spend. However, due to a "steep decline" in available inventory to sell, the dealers will be using these dollars to "rebrand themselves, educate consumers on what their stores have to offer and drive buyers to their websites to interact. The report states that “the new advertising environment is shifting from excitement around new cars on the lot and manufacturer’s rebates – both of which are in short supply – to other things. That opened up new opportunities to advertise.” Some of these new reasons that dealers will be advertising will include: Buying back consumer vehicles, meeting online bu