Archives

September, 2014

Study: Car Dealers’ Ads Are Total Wastes Of Money

car dealer

 

If you’re like most consumers, you ignore car dealership commercials because most are so obnoxious. But new consumer research begs to differ – not that you ignore the radio and television spots, but why. According to a C+R Research study, the problem is the medium, not the message. “Auto dealers are wasting their money on advertising, especially radio, TV, and direct,” MediaPost reported September 29, because, says the study, “[c]onsumers find them neither helpful or trustworthy.”

The biggest, most trusted and most helpful influencers, the study claims, are websites – manufacturer websites, expert review websites, independent research websites, newspaper websites, and search engines, which take you to still more websites. Nearly half of the 1,000 respondents – 49 percent – said that search engines are influential, with 46 percent claiming to be influenced by manufacturer websites and 42 percent by dealer websites. Respondents also said they preferred independent websites where they can find side-by-side comparisons of vehicles and dealerships.

These findings no doubt pleased Cars.com, which sponsored the survey and just happens to be a website. Read more →

Demographics Will Be The Death Of Broadcast Television

Old woman watching television at her home

With all but one week of it completed, NBC came in first in the 2013-14 television season’s Nielsen ratings for 18-49-year-old adults, Variety reported September 17. But while the network may feel proud as a peacock about that, it’s really nothing to crow about. Although NBC’s position relative to other broadcasters has improved, television as a whole has markedly declined since 2004 – the last time the network topped the Nielsens.

For the broadcast year just ending, NBC averaged 8.27 million total viewers. Ten years ago, the last time NBC was number one, viewership was over twice that. 2004’s top-rated show, Fox’s American Idol, drew between 16.1 and 16.6 million viewers. NBC’s two shows in the top ten each drew over 12 million. And that was just for the 18-49 segment, not total audience.

The reason, says Cecilia Kang in the Washington Post, is demographics.  Read more →