Insights to Help Automotive Marketers Plan for 2021

Consumers are constantly bombarded by advertising to the point that determining the impact of one ad versus another has become incredibly complex. For most brands, TV is the biggest investment in the media mix, so quantifying the value is critical. But with all the noise, how can you give TV ads the credit they deserve? That’s where lift analysis comes in.

Lift measurements estimate the causal impact of TV advertising on consumer behavior and help quantify the business value driven by TV advertising. The relative comparison of lift estimates (e.g., across networks), tells us where advertising is more or less effective. 

For automotive brands looking to take advantage of their remaining marketing budget this year and prepare for what comes in 2021, we’ve put together performance insights and key recommendations to inform your decisions. This report focuses on sharing lift measurement and conversion rates across three time periods: Q4 2019, Q3 2020 and October 2020. 

While broadcast networks usually dominate for impressions, it’s cable channels, and often niche ones, that are delivering actual outcomes for automotive brands. While sports and news networks perform decently, Spanish-language networks such as Telemundo have also been delivering lift and conversions

Want to see more about which specific networks delivered business outcome results for the automotive industry last holiday season and this fall? Download our new report.