Magazine article Marketing

BMW Draws 'Best Sales Value' from UK Adspend

Magazine article Marketing

BMW Draws 'Best Sales Value' from UK Adspend

Article excerpt

Car manufacturers in the UK are getting widely differing levels of value from their UK adspend, according to an industry report, with an overall average of pounds 233 spent on advertising for each new car sold.

A report by data analysts Billetts claims that of the 10 biggest-selling motoring brands in the UK, BMW is getting the best value from its advertising, having spent an average of only pounds 22 for each new car registration from 1 January to 31 August this year.

In contrast, the average adspend in the same period for French brands Renault and Citroen was pounds 389 and pounds 310 a car respectively. Ford spent an average of pounds 114; Vauxhall pounds 127.

Above-the-line adspend was higher per car for the niche brands. Lexus increased its spend between January and August to promote its hybrid products, but poor sales meant the activity cost pounds 1600 per sale.

Richard Hemmings, head of insights at Billetts, admitted that BMW's results were distorted by the brand's high marketing spend in previous years. …

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