Newspapers emerge as a top media influence for automotive consumers

This data reinforces the enduring power of newspapers as a trusted and deeply engaging medium for consumers making high-value purchasing decisions. For automotive marketers, newspapers remain a strategic and results-driven choice to reach informed and motivated buyers.”

Phillip Beswick, CEO of The Media Audit

A new multi-market analysis by The Media Audit underscores the significant influence of newspapers in the automotive sector, ranking them as the second most impactful media platform — just behind podcasts — for adults 18+ planning to buy a vehicle in the next 12 months.

The study, based on The Media Day Analysis for Heavy Exposure to Media, reveals that 29% of adults 18+ who plan to buy or lease a new vehicle in the next year are heavily exposed to newspapers, placing print media among the most effective platforms for reaching engaged car buyers. Furthermore, newspapers demonstrate strong penetration among high-value buyers, including those intending to spend over $50,000 per vehicle.

Key findings from The Media Audit study include:

• Podcasts lead the category, influencing 29.2% of adults 18+ looking to purchase a vehicle, with a media index score of 207.
• Newspapers follow closely, reaching 29% of the same audience, with a media index score of 205, demonstrating near-equal effectiveness with podcasts.
• Other media platforms, such as direct mail (24.7%), radio (22%) and outdoor advertising (20.5%), rank lower in their ability to connect with potential car buyers.

This data reinforces the enduring power of newspapers as a trusted and deeply engaging medium for consumers making high-value purchasing decisions,” said Phillip Beswick, CEO of  The Media Audit. “For automotive marketers, newspapers remain a strategic and results-driven choice to reach informed and motivated buyers.”

Newspapers drive engagement with high-spending automotive consumers

Beyond their broad reach, newspapers excel in connecting with high-income buyers. The Media Audit’s findings show that 11.5% of adults planning to spend over $50,000 on a vehicle are heavily exposed to newspapers, ranking them second only to podcasts in this category.

These insights present a compelling opportunity for automotive advertisers, particularly in an era where digital clutter and fragmented media consumption pose challenges for brands looking to effectively engage consumers.

Automakers and dealerships need to reach consumers who are actively researching their next vehicle purchase. Newspapers provide that bridge, offering an environment of credibility and focused engagement that digital ads often struggle to match,” added  Beswick.

Strategic implications for the automotive industry

With automotive purchases ranking among the most researched consumer decisions, the findings from The Media Audit suggest that newspapers continue to hold a critical role in the media mix for dealerships, manufacturers and advertisers. As media consumption habits evolve, traditional platforms like newspapers continue to prove their value — offering a highly targeted and trusted channel for high-intent buyers.

For more information on The Media Audit’s latest insights and industry-specific data, visit The Media Audit website.

Or contact Phillip Beswick at pbeswick@themediaaudit.com
Or call: 832-521-1000.