This year’s deluge of Christmas and year-end-sales car commercials began before the Thanksgiving was even on the table and will continue unabated for the next ten days or more.
As the auto industry rebounds from the economic doldrums their advertising agencies have responded with mind numbing versions of the iconic symbols of the season to convince viewers they really need to celebrate the holidays by putting a new car under the tree. It’s the perfect gift, right?
Turn on any cable or broadcast channel and it’s guaranteed you’ll see a tinselized, snowflake-covered, ribbon-clad, buy-that-new-car-now commercial in the first few minutes. But are they really convincing customers? No, according to a survey just completed and released by Ace Metrix, a respected research company and an authority on television advertising effectiveness. Their study was broken down into two categories, most effective luxury and non-luxury brands, which certainly reflect the buying moods of the season, based on general retail sales data.