Ford Australia spent $50 million on advertising in 2003
I was reading an article in the BRW magazine about a how car manufactures getting more savvy in how they spend their advertising dollar. Ford only got a tiny mention saying it concentrated its ads mainly on the Territory and Fiesta this year.
It gave examples of how Honda launched an in house magazine which it sends to 110,000 owners, it also revamped its web site and started an owners' club.
Holden sponsored water skiing events to promote things like the towing capabilities of its cars to a particular focused group.
The main thing of interest for me was it listed how much ad money they are spending each year. I reproduced the table below:
Ad spending for 2003 (and % Market share for the five months to May 31, 2004)
1 Toyota $75 million (20.9%)
2 Holden $70 million (18.8%)
3 Ford $50 million (13.6%)
4 Nissan $50 million (6.6%)
5 Mazda $35 million (6.2%)
6 Mitsubishi $50 million (5.9%)
7 Hyundai $30 million (4.3%)
8 Honda $10 million (3.9%)
Source: BRW 1/7/04
I also remember reading another article last year about sporting advertising. It mentioned that in a survey Ford was still getting recognized as a sponsor of the Australian Open even though it dropped out over 3 years ago :)