AUTOMOTIVE ADVERTISING & MARKETING

Comparable Metrics Report

Nielsen Comparable Metrics Report Released

JKRAdvertising / Automotive Advertising Advice /

December 14, 2015

The folks at Nielsen recently released their first-ever Comparable Metrics Report in an effort to show the ways Americans receive media in true apples-to-apples fashion. The results demonstrate what we already knew to be true: Americans still prefer radio and TV to all other forms of media.

Comparable Metrics Report Stats

In terms of how many people are being contacted by a particular form of media (known as “cume” in radio; “reach” in TV; and “unique audience in digital”) – radio comes in first, reaching 93% of all adults each week. Radio is followed closely by TV, which reaches 87% of adults. Smartphones are a distant third at 71%, followed by PCs (54%), TV-connected devices (40%) and tablets (29%).

But the reach factor only tells half the story. The other important part of the Comparable Metrics Report goes even further to play up the virtues of radio and TV advertising, showing how long people are tuned in. Here, television is the undisputed leader at 33 hours per week, while radio is second at 13. They were followed by smartphones (8 hours), PCs (5 hours), and TV-connected devices and tablets (approximately 3 hours each).

Radio was shown to be the most consistent media source across all generational and cultural boundaries, which is something to consider when you’re formulating your advertising strategy.

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Radio and TV automotive advertising are more affordable than you might think. Call Eric Tigner today at (321) 397-0777, and you’ll get all the details on how you can benefit from radio and TV’s advertising power … and dominate your market with the expertise and experience of JKR Automotive Advertising. Best of all, he will explain how you can do it without breaking the proverbial bank. Start the new year off right, with a fresh outlook on things – and the processes in place for your best year ever. Call today!

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Post-Pandemic Dealer Gross Profits are Down – But They Don’t Have to Stay There!
March 13, 2024
It is no secret that dealer gross profits per vehicle are down sharply in the post-COVID automotive world. According to a recent article in Automotive News, gross profits of the six largest publicly traded dealership groups plunged significantly from Q4 2022 to Q4 2023. One of them was actually down 35% per vehicle!

The article explains: High interest rates, more expensive vehicles and a steadier post-pandemic supply chain continue to soften demand and bring it closer to pre-pandemic levels. Still, new-car buying has remained strong overall …

This means that, while sales volume is similar, overall bottom lines are lower for many dealers due to the reduced gross profits. What about your dealership?

Being Realistic
It’s time to turn the page! The time for dealers to simply be order takers for people willing to pay MSRP for a vehicle (and in some cases more) has passed and dealers have to work hard once again to achieve acceptable gross profits.

Selling a high volume of cars doesn’t control gross profits, no matter how much you wish this was the case. Correct processes and menu pricing – and strict adherence to them – do!

What kind of processes?
∙ Slow down the transaction! Your sales staff has to once again sell the customer on the features and benefits of every new and pre-owned vehicle on your lot.

∙ Your salespeople and managers should devalue the customers’ trade-in value (politely, of course) as much as possible. After all, if the customer expects you to lower your price, shouldn’t you be able to do the same on their trade? Remember, you’ll have to fix it up, put your name on it and resell it to someone else with all the tenacity you would a brand-new car. So make sure you buy it right … because the profit is made when you buy it, not when you sell it!

∙ To that end, management should be ready and willing to leave the desk and do thorough walk-arounds on each trade to ensure the best outcome for the dealership.

The Cure for Low Gross Profits
If you are like a lot of dealers these days, you could use some good news. Here it is: while you may not have the capability to achieve profit margins similar to those you enjoyed during the pandemic, they could likely be improved. JKR’s clients enjoy the benefit of attracting not only more customers, but better ones, too!

If meeting and exceeding your sales goals (and increasing gross profits at the same time) sounds great to you, you need to call us. Don’t settle for reduced gross profits when help is out there to get you closer to where you’d like to be.

Want to know how we do it? Reach out to Senior Partner Richard Brauns (407) 701-4233 or Partner/Vice President Jon Albert (407) 718-2494 today.

JKR Automotive Advertising: We Move Cars.

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