As Automakers Struggle, Advertisers Adjust.

Broadcasting & Cable, April, 2007 by Goetzl, David

By David Goetzl TV still has impact, but car buying has changed While station executives believe they still hold the pole position for attracting auto-category dollars, they're bracing for change, too. With the three major Detroit automakers sputtering and the Internet continuing to draw an ever increasing share of marketers' budgets, the future holds some uncertainty.

For decades, the automotive category has been a station's bread and butter, as a rule accounting for up to a quarter of its revenues, while other segments have hardly reached double digits. And it remains healthy. Spot dollars in the category, which comprises manufacturers and their dealer associations, actually rose 6% in 2006 to $4.1 billion, according to TNS Media...

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