Ad Age: Study: TV Ads Don't Sell Cars

Only two thirds as many car buyers (17 percent) said that they were influenced by TV ads relative to those (26 percent) who said they were affected by online search engine listings. The Cap Gemini study showed that word of mouth, at 71 percent, was the largest self-reported influence. Said the head of Cap Gemini's automotive practice:

"We think manufacturers and their dealers are wasting money on broad-based TV advertising instead of a direct-marketing approach."