AdWeek: Online Auto Ads to Rise 15 Percent

A new report from Borrell Associates entitled, "Automotive Advertising Online: Review and Outlook," claims online automotive advertising spend for 2003 will be $1.3 billion, up 15 percent over 2002. The study indicates money has been shifted mostly from local television stations, which will receive $30 million this year.

Autotrader.com is projected to bring in $120 million placing it at the top of the auto site revenue heap, even though eBay Motors has the highest audience figures. As a group, newspapers make up the largest slice of the local advertising pie bringing $150 million. The study postulates if all newspapers were combined into one network, it would possibly unseat eBay's top spot as the most popular car site. Trouble is, most local newspapers do not cooperate at a level that would allow that network to become a reality. The biggest automotive newspaper site is Cars.com and it has just 10 percent of newspapers in its network.