The automobile industry is trimming its advertising budget. In the first quarter of 2013, a total of 524.4m euros was spent, a fall of three per cent on the corresponding period in 2012.
This has been reported by the car weekly “Automobilwoche” based on information from the market research company Nielsen. Volkswagen maintained its position at the top of the marketing spending tree with a figure of 56.3m euros. However, this represented an above-average reduction of 5.5%.
In contrast to VW, Daimler increased its expenditure in the first three months of 2013 by 3.9% to 42.3m euros. The bronze medal goes to Ford, with a total spend of 41.6m euros and an increase of an impressive 104.5%. No less than 15 million euros were spent just on the company’s Ford Fiesta. According to federal data, 10,427 Ford Fiestas were purchased in the first quarter of 2013, making a marketing sum of around 1,400 euros per car sold.
Nielsen evaluates figures exclusively for the automobile branch, and includes cars, utility vehicles, two-wheelers, motorhomes, accessories, and the vehicle tire sector. The marketing umbrella term covers typical advertising on TV, radio, newspapers, journals, cinema, outdoor advertising and internet.