Survey says: Radio still gets auto-dealer business—but—.

radio raysAccording to the “2016 Auto Outlook” from Borrell Associates, “All tolled, auto advertising will be a $37.5 billion category this year, up about 0.8% from last year. But the most important part of that category—local car dealerships, which account for two-thirds of that spending—isn’t growing at all.” Among the contributing factors are flattening the new-car sales, dealership consolidation, lower per-vehicle ad costs, and dealers’ love for digital media. To the last point, the Borrell report says, “Today, dealers are spending 62% of their budgets on digital media.”