- Der Automobilsektor investierte im GJ 2024 690 Millionen Dollar in Anzeigen
- Die 10 größten Spender von Automobilwerbung enthüllt
- Top 5 der meist beworbenen EV-Modelle
- Zahl der Aussies, die sich ein Elektroauto wünschen, steigt um 4,2% gegenüber dem Vorjahr
Sydney, Australia – August 19, 2024 – Nielsen has released its most recent Ad Intel und Consumer and Media View (CMV) data on the automotive industry in Australia, showing an 8% year-on-year increase in ad spend for the sector, topping $690 million for FY 2024.
Der Anstieg in der Automobilwerbung wurde durch starke Investitionen der wichtigsten Akteure des Sektors vorangetrieben, wie die Liste der Top 10 der Werbeausgaben für den Automobilsektor im Geschäftsjahr 2024 zeigt: 1. Toyota, 2. Hyundai, 3. Mitsubishi, 4. Kia, 5. Nissan, 6. Volkswagen, 7. BMW, 8. Mazda, 9. American Special Vehicles, 10. Isuzu UTE.
Additionally, Nielsen CMV data showed a growing consumer interest in electric vehicles (EVs) with 985,000 Australians (of driving age) saying the next car they buy will likely be electric – a 4.2% increase over the last 12 months.
These changing consumer preferences are reflected in the media spend, with ads in the EV sector jumping from $8.2 million in FY 2021 to $66.5 million in FY 2024 – an increase of 711% – bookending the exponential growth of $25.2 million in FY 2022 and $57 million in FY 2023.
Die fünf wichtigsten Elektroauto-Modelle nach Werbeausgaben in Australien für das GJ 2024 sind: 1. Kia EV9, 2. Toyota BZ4X, 3. Nissan X-Trail SUV, 4. Polestar 2, 5. Kia EV6 GT.
Rose Lopreiato, Nielsen Ad Intel’s Australia Commercial Lead, said: “In today’s highly competitive automotive market, understanding where and how your competitors are investing in advertising is crucial. With the rapid rise of EVs, the shifting media landscape, and the influx of new players contributing to the overall increase in the sector’s ad investment, having a clear view of competitor advertising spend and media allocation enables them to make informed decisions, optimise their strategies, and gain a competitive edge, regardless of whether they’re in the Top 10 or not. Nielsen Ad Intel provides the transparency needed to do that, enabling brands to stay ahead in this rapidly evolving and complex industry.”
Glenn Channell, Nielsen’s Pacific Head of Advanced Analytics added: “As the automotive industry ramps up ad spend, especially on EVs, the need for precise and actionable insights has never been greater. The rise in both consumer interest and ad spend in the market highlights the need for advanced analytics tools, like Nielsen CMV, which provides the kind of quality data the market is crying out for, particularly when it comes to ensuring auto brands connect with their desired consumers at a time of massive change.”
Was die Medienkanäle betrifft, so verteilen sich die Werbeausgaben der Automobilbranche im Geschäftsjahr 2024 auf Metro TV (33%), General Display (20%), Regional TV (12%), Radio (12%), Social Media (9%), Out of Home (9%), Print (4%) und Kino (1%).
*Source: Nielsen Ad Intel 2021 – 2024, & CMV 2024
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Media Contact
Dan Chapman
Assoc. Direktor, Kommunikation, Nielsen APAC
dan.chapman@nielsen.com
+61 404 088 462
