There are currently 185,000 New Zealanders in the market for a new car in the next 4 years, a decrease from 221,000 over the last 5 years. With less people intending to buy new cars and many brands competing for their share of new vehicle sales, advertising cut-through is essential and now highest for Holden, Toyota and Ford. These are the latest findings from Roy Morgan Research Single Source – a New Zealand-wide survey of over 11,500 New Zealanders annually.
New Zealand Intending Car Buyers ad recall
Source: Roy Morgan Single Source, New Zealanders 14+ new car intenders next 4 years, July 2011 – June 2012, n=589
*Ad Recall = “Which makes have you seen or heard advertised recently?”
Pip Elliott, General Manager (New Zealand), Roy Morgan Research says:
“Although they remain the most recalled brands, Holden, Toyota and Ford have all seen recall decline from the previous year. Ford has had the largest decline among the top 10 makes by ad recall, falling 7 percentage points.
“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 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 a great deal on media and creative, but unable to improve their ad recall figure among their target market, we can assume that the message is either having cut through issues, or is being ‘lost’ among 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.”