Automotive Ad Spend vs. Prosper Media Allocation Model General Motors Ford Chrysler Prosper Allocation Spend Share* Spend Share* Spend Share* Model** Magazines 12.4% 11.9% 10.5% 15.6% Newspaper 5.0% 5.2% 6.9% 6.2% Outdoor 1.5% 0.7% 0.5% 14.6% TV 39.1% 38.9% 43.2% 17.3% Radio 3.5% 2.3% 1.9% 21.5% Internet 7.0% 6.5% 3.0% 8.5% Other 31.5% 34.5% 34.0% 16.3% Source: Ad Age Domestic Ad Spending by Category (2007)/Measured media from TNS Media Intelligence's Stradegy, Prosper Media Allocation Model *% of Total U.S. Advertising Spend in 2007 **Media influence weighted by consumption and media cost for people planning to buy/lease a car/truck in the next 6 months"These findings are nothing short of a complete re-think of media planning," said James Geoghegan, President of Media Head. For charts specific to GM, Ford and Chrysler: http://info.bigresearch.com/ The new Prosper Media Allocation Model is a result of analysis of BIGresearch's Simultaneous Media Usage Survey (SIMM) by Prosper Technologies. Prosper Technologies collaborated with Martin Block and Don Schultz of the Medill School at Northwestern to analyze SIMM Surveys over six years to develop the Prosper Media Allocation Model. About Prosper Technologies: Prosper Technologies develops consumer-centric analytics from consumer responses to help businesses forecast consumer demand and expenditures, budget marketing and merchandising allocations and provide retailer specific cross consumption behaviors. The Prosper Media Allocation Model is a service of Prosper Technologies. BIGresearch is an authorized marketing representative.
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