MK&A Franchise Dealer Advertising Study

MK&A has released the results of its six-month study on franchise dealer advertising. The research is based on 125-plus interviews with franchise dealers, automakers, and advertising executives, and represents over 400 dealerships. The study’s results will identify current and future advertising trends in auto retail, including digital retailing, third-party marketplace sites and traditional advertising mediums.

Purpose:
This study was undertaken to better understand digital advertising trends as well as the current and future role of digital and traditional advertising in the franchise dealership.

Methodology:
To conduct our study, we surveyed nearly 400 dealerships via e-mail, telephone, online, and/or in-person. Our study participants included franchise dealers, independent dealers, automaker executives, and advertising executives throughout the U.S. Over 80% of our survey respondents were auto dealers, including all franchises, rural and urban areas, and both private and publicly traded companies.

MK&A Franchise Dealer Advertising Study