In today’s crowded car market, it can be difficult for auto advertisers to connect with consumers, encourage new sales—and do it all under shrinking budgets. To meet these challenges, you need the most complete understanding of how consumers shop for cars and react to automotive advertising.

The Nielsen Auto Marketing Report 2018 sheds new light on the automotive path to purchase so you can develop more informed marketing strategies that increase purchase consideration and—most importantly—new car sales.

WHEN IT COMES TO AUTOMOTIVE BRAND BUILDING, QUALITY AWARENESS IS MORE IMPORTANT THAN QUANTITY. BRANDS NEED TO BUILD SALIENCE AND RELEVANCE WITH CONSUMERS, NOT AWARENESS FOR AWARENESS’ SAKE.DAMIAN GARBACCIO, EVP, ADVERTISER DIRECT & MARKETING CLOUD, NIELSEN

NOT ALL BRAND AWARENESS WAS CREATED EQUAL

90%

of all purchase intent is due to unaided—or top-of-mind—awareness

29%

increase in purchase consideration when TV and social media used together

2x

purchase consideration by Millennials during their car buying journey