Newspapers Canada

Newspapers Canada

January 19, 2015 09:00 ET

Proving Newspaper Media Works for Automotive Advertising

TORONTO, ONTARIO--(Marketwired - Jan. 19, 2015) - Newspapers Canada is pleased to launch new research 'Newspaper Media Drive Vehicle Sales' highlighting the power of newspapers in print and digital in selling new vehicles in Canada.

This hot-of-the-press study finds newspaper media (print + web) is the most impactful at every stage of the vehicle buying process with the earliest stage showing particular strength.

Individually, each newspaper medium performs well; with print newspapers (#1 or #2 at each stage out of 11 media) and newspaper website (#3 or #4).

For triggering visits to three types of vehicle websites (manufacturer, brand/model & dealer), newspaper media perform best! By medium, print newspapers rank first and newspaper websites score in the top 5 for each of the three vehicle websites. 20% of Canadians never visit these vehicle sites.

For triggering a visit to a car dealership, newspaper media score well above all else. By medium, print newspapers score right at the top and newspaper websites perform solidly in third.

For booking a test drive, newspaper media and other non-auto websites* score above all others. By medium, print newspapers earn an impressive second place ranking & newspaper sites are third (out of eleven).

Print newspapers proved to be the #1 medium for providing general information, comparing prices and deciding where to buy or lease from. Newspaper websites are the #1 medium for sourcing specific information on vehicles.

75% indicated that they read vehicle ads in print newspapers! Social media: Only 14% look at vehicle ads & 24% do not use it at all!

To get a copy of this research, visit:

Newspapers Canada represents daily and community newspapers across Canada and undertakes research with a third party, Totum Research, on an ongoing basis. The goal is to provide the ad industry in Canada in with the latest pulse on Canadians and how they are using their newspapers.

*Websites excluding newspaper, TV, radio, magazine, auto media sales and Vehicle manufacturer, model and retailer sites

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