National and local media companies have long counted on the auto industry as a significant source of revenue. During the recession, auto advertisers curtailed their spending. In 2012, the industry is recovering but the media companies are reporting a noticeable shift in the advertising mix being used in this sector.
Ad-ology Research recently updated their Industry Marketing Insights report for Pediatricians. The following are the predicted Top 3 Opportunities/Challenges from the report for this industry for the upcoming 12 months:
Consumers are interested in healthy eating more than ever, and Mintel’s research reveals that approximately half (52%) of American adults are currently “watching” their diet. And while 60% report dieting because they want to lose weight, some 15% of dieters claim to be doing so at least in part because of concerns about “salt intake.” More than half (59%) of respondents “always” or “usually” limit salt consumption when at home.
Consumers are spending more time on social games these days. And, whenever consumers begin to change where they are directing their media time, markets pay attention. Analysts believe that more companies will be advertising in social games which means the format is moving from the fringe into the mainstream.
Retailers often look to the younger generations to fuel their growth as they shop for goods and services they need for their growing households. Historically, younger consumers have been taste-makers as they make various brands and products their favorites. But the slow economic recovery is threatening this trend because the financial situation of many of today’s younger shoppers is strained and this new reality has implications for marketers.
Despite an increase in new car sales, the post-recession trend of consumers keeping their cars longer continues. This is a trend that bodes well for the automotive aftermarket and repair industry. According to The NPD Group, among consumers purchasing automotive products or repair services 59% report their purchase was for a car eight years or older and 19% purchased for a car 15 years and older.
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