Wednesday, May 23rd, 2012 - Roy Morgan Research
More than 2.2 million Australians are in the market for a new car in the next 4 years, an increase of almost 10% over the last 5 years. With so many more people intending to buy new cars and multiple brands competing for their share of new vehicle sales and brand awareness, advertising is more important than ever. More intenders recall advertising for Ford and Holden than any other brand; according to the latest Roy Morgan Automotive Currency data.
For the 12 months to February 2012, 77% of new car intenders said they had seen or heard of a Ford ad recently, 20% points above the average for the volume brands. This leaves Ford ahead of the next most recalled brands, local rivals Holden & Toyota.

Ad Recall – Volume Brands

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Source: Roy Morgan Single Source (Australia) March 2009 –February 2010 n=5,688 & March 2011 – February 2012 n=6,043 (New car intenders next 4 years). *Ad Recall = “Which makes have you seen or heard advertised recently?” **Change from 2010.

Norman Morris, Industry Communications Director, Roy Morgan Research, says:
“Ford, Holden and Toyota remain the most recalled brands, although Toyota has declined by 5% points over the last 2 years. With many of the Japanese manufacturers forced to cut their ad spend as a result of the March 2011 Tsunami & earthquake, it’s not surprising to see that Ad recall for the Japanese brands is down across the board. Of the volume brands, Volkswagen has been the major mover, increasing from 40% in 2010 to 50% in 2012 – equating to approximately 300,000 additional new car intenders recalling a Volkswagen ad in the recent term.

“With so many automotive brands available to choose from, multiple new or face lifted models hitting the market each month and budgets tightening – memorable, targeted communication is increasingly vital. When linked with a brands media spend, this advertising recall figure can be used to give an indication of the advertising effectiveness of each brands campaigns. If a brand is spending millions of dollars on media and creative, but unable to improve their ad recall figure amongst their target market, we can assume that the message is either having cut through issues, or is being ‘lost’ amongst the highly saturated advertising landscape.

“Brand leakage is an issue that many brands face when trying to create memorable ads. There is little or no point in spending dollars on creative and media, having the target market remember the ad, but associating the incorrect brand or model to the ad.

“Roy Morgan’s advertising recall metric is an effective top line indicator to alert brands to potential issues in creative message or media placement.”

To learn more about automotive intentions for the different vehicle types, view our Automotive Currency Report, which covers intentions to purchase new vehicles, future intentions and recent sales, loyalty and satisfaction, brand health, automotive attitudes, car servicing and use of the internet for vehicle related content.

The detailed Roy Morgan Automotive Currency Report looks at the Australian automotive industry, providing vital trended information on key market metrics, delivering a cost effective tool for measurement and evaluation of marketing effectiveness, brand performance and competitor performance.

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Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.
Alex Dalidakis
P: +61 3 9224 5209


new cars, auto marketing



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