Car makers claw back spend for peak month

Car manufacturers are pulling TV money from July, the biggest month in their marketing year. Agencies expect spend to drop by at least ten per cent to 3m compared with July 1994.

Ford and Vauxhall are leading the move, although most main brands are scaling back their spend. Ford is shifting the bulk of spend be-hind the autumn launch of the Galaxy, while Vauxhall is expected to relaunch the Astra at the same time.

Motoring is the second-largest product category on TV, spending 200m last year. The category got off to a flying start this year, totting up 64m in the first three months, up a quarter on the same period last year. But growth slowed in June and agencies are now scaling down estimates of at least 230m for the year as a whole.

“The summer has been a disappointment,” says Optimedia deputy managing di-rector Richard Webb. “Some are holding spend back, but impacts are also so disappointing and the ITV contractors, who often can’t do July deals, have imposed tough sanctions on advertisers.”

“Advertisers have either been chasing cheaper months, like January and February, or are holding back for new product launches,” says CDP Media Company TV buying director Tony Whyberd.

A July crowded with car ads combined with sales houses not delivering deals until August were thought to have muted the effect of last year’s campaigns.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here