BMW draws 'best sales value' from UK adspend

British Motor Show
British Motor Show

LONDON - Car manufacturers in the UK are getting widely differing levels of value from their UK adspend, according to an industry report, with an overall average of £233 spent on advertising for each new car sold.

A report by data analysts Billetts claims that of the 10 biggest-selling motoring brands in the UK, BMW is getting the best value from its advertising, having spent an average of only £22 for each new car registration from 1 January to 31 August this year.

In contrast, the average adspend in the same period for French brands Renault and Citroen was £389 and £310 a car respectively. Ford spent an average of £114; Vauxhall £127.

Above-the-line adspend was higher per car for the niche brands. Lexus increased its spend between January and August to promote its hybrid products, but poor sales meant the activity cost £1600 per sale.

Richard Hemmings, head of insights at Billetts, admitted that BMW's results were distorted by the brand's high marketing spend in previous years.

He added that marketers can look forward to lower media costs in 2009, estimating that national press rates will fall by an average of 5% next year, and ITV's rates by 15%. 'Agencies [will be] able to get a better deal in the tough months ahead,' he said.

However, Mike Moran, managing director of marketing agency The Automotive Partnership, said the results should be read in context. On luxury US car brand Cadillac, which the report claims has spent £2475 per new car sale, he said: 'Bear in mind that it's the worst time to sell Cadillacs. You have to look at it from a share-of-voice perspective, as opposed to share of market.'

Top 10 carmakers by registrations ranked by ad spend per car
Carmakerregistrationsad spendspend per car sold
Source: Ebiquity

5 carmakers who spend the most on advertising per car sold
CarmakerRegistrationsAd spendSpend per car sold
Alfa Romeo4,2864,065,016948
Source: Ebiquity


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message