Automotive marketers were very, very good to traditional US media in 1999, spending a total of $8.3 billion, an 11 percent increase over the previous year. Regional TV took in the biggest stash: $2.4 billion, a 14 percent increase that toppled network TV from the No.1 spot.
Automotive spending on network TV, at $2.3 billion, was up slightly from $2.2 billion the prior year. General Motors and DaimlerChrysler primarily were responsible for regional TV's stellar year. GM's spending on regional TV totalled $505 million, a 47 percent increase, while its network TV expenditures were up only 2 percent to $792 million.
DaimlerChrysler spent $679 million on regional TV, up 31 percent; DCX's network commercials amounted to $282 million, down 13 percent. Magazine spending, the third-largest category in the USA, remained steady at $1.7 billion. Despite a massive cutback on several magazine titles last year, Ford Motor Co.'s spending in magazines increased from $290 million to $302 million. GM was again the biggest advertiser, representing nearly one-third of total spending, or $2.7 billion, a 29 percent increase over 1998.
The smaller makers also opened their wallets. Hyundai crept into the 11th spot with total spending of $115 million, slightly less than the $119 million spent by the No.10 advertiser BMW.
Hyundai's spending increased 42 percent. Kia spent $94 million, up 68 percent, and Subaru invested $91 million, an 8 percent increase over 1998.
Although Daewoo's nearly $10 million budget was small compared with most of its competitors, it was a huge percentage increase from the $1 million the company spent the previous year.
DCX and Ford, the No.2 and No.3 advertisers, respectively, spent virtually the same amount from year to year, even though the Volvo brand was added to Ford's numbers last year. Toyota, at No.4, spent $707 million, up 8 percent; No.5 Honda's spending increased 12 percent to $545 million. Only Isuzu and Mazda spent less last year than the year before.
Thanks to GM, newspapers moved into the fourth place category with total spending of $691 million, up from $433 million in 1998.
GM accounted for $478 million of those sales. Cable spending took a 14 percent hit, declining to $633 million.