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IFR: Retail Car Audio Advertising Picks Up


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.