IFR: Retail Car Audio Advertising Picks Up

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Retailers are promoting car audio more aggressively in newspaper ads and circulars than they did during 2009, the year the recession officially ended, although advertising levels slipped a bit so far this year compared to 2010 levels, IFR Monitoring found in tracking retailers’ advertising.

In their newspaper ads and circulars during the first 10 months of 2011, retailers placed head units, car speakers, and in-dash navigation systems in ads and circulars a total of 20,363 times, up 21 percent from the same period in 2009 though down 11 percent from the 2010 period, IFR found. Advertising placements surged in the 2010 period by 36 percent over the same period in 2009.

IFR also found that Best Buy and Fry’s were the number one and two advertisers of car audio products, respectively, in each of the three 10-month periods. In fact, the two collectively accounted for 66 percent of the car products placed in ads in the 2009 period, and their combined share rose to 74 percent in 2010 and 84 percent in 2011, IFR found.

Also during the 10-month periods in 2009 through 2011, Kenwood was the brand appearing on the head units, speakers, and in-dash navigation systems most often advertised by retailers in print, IFR also found.

IFR Monitoring, owned by the GfK Group, specializes in research on the technical consumer goods in more than 60 countries. IFR tracks shelf share, printad share, and web-ad share to “reflect what is actually in the eyes of the consumer,” the company said.


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