20140831-尼尔森-Main_Street_Not_Mainstream_Nielsen_Local_24页_1mb

Summary of "MAIN STREET: NOT MAINSTREAM" - Automotive Edition

Core Content Overview

This report explores the consumer behavior and market dynamics in small and medium-sized markets across the United States, with a specific focus on the automotive industry. It highlights the significance of these markets in terms of population growth, spending patterns, and demographic composition, offering insights into how advertising and media consumption differ in these areas.

Key Statistics

• Population in Small Markets: 61.5 million people live in DMAs of 1 million or less, with a notable increase from 56 million in 2000.
• Automotive Spending: In these markets, the automotive category accounts for 21% of all consumer spending, which is higher than food and alcohol.
• Annual Spending per Person: Over $4,000 is spent annually on vehicles, maintenance, and fuel.
• Market Growth Drivers: Migration from coastal cities and affordable retirement communities have driven growth in the West and Mid-Atlantic regions, while industrial areas in colder climates have seen little growth.

Demographic Segments

The report categorizes consumers into several segments, each with distinct characteristics and spending behaviors:

1. Upscale Centers

• Includes segments like Second City Elite, Brite Lites-Li'l City, etc.
• Characterized by affluent, educated, and often retired individuals.

2. Smalltown Downtown

• Composed of young to middle-aged, multi-ethnic singles.
• High concentration of African-American and Hispanic households.
• Low income and high student population.

3. Upper Middleburg

• Upper-middle-class couples with blue-collar jobs and moderate housing costs.
• Engage in outdoor activities like fishing and hunting.
• Use discretionary income for vehicles and recreational gear.

4. Middleburg Mix

• A mix of demographics with a transition from blue-collar to service jobs.
• Live in exurban and bedroom suburb areas.
• Popular for entertainment and lifestyle content.

5. Country Homesteads

• Affluent Baby Boomers living in rural areas.
• Prefer luxury and exotic vehicles.
• Engage in country club activities and outdoor sports.

6. Big Sky Country Mix

• Middle-aged rural families with blue-collar backgrounds.
• Embrace outdoor activities and sports.
• Prefer powerful pickups and SUVs.

7. Back Country Bedrock

• Economically challenged families in isolated towns.
• Struggle with basic needs and have modest education levels.
• Engage in traditional outdoor activities.

8. Big Metro Elites

• High-income individuals in urban areas.
• Represent the most lucrative segment for media and advertising.

Top Automotive Models by Segment

Automotive Ad Spend in Key Markets

• Medford-Klamath Falls, OR:

  • Automotive ad spend: $1.7 million (18.7% of total ad spend).
  • Top advertisers: Ford, Honda-Acura, Toyota-Lexus.
  • Most popular vehicles: Pickup trucks and SUVs.
  • Internet usage: Local news is a top use.

• Ft. Wayne, IN:

  • Automotive ad spend: $13.6 million (22.6% of total ad spend).
  • Top advertisers: Business & Consumer Services, Automotive, Retail.
  • Most popular vehicles: SUVs and midsize cars.
  • Internet usage: Weather, search, social networking, and maps/GPS are top activities.

Consumer Behavior and Media Preferences

• TV Program Preferences:
  • Reality shows (dating, home makeover), late night talk shows, and music videos are popular in small markets.
  • Local news is a top choice for many, especially in Medford and Ft. Wayne.
• Internet Usage:
  • Search, weather, social networking, and maps/GPS are the most common activities.
  • Local news and entertainment content are also widely consumed.

Fourth Quarter Importance

• The fourth quarter is a critical period for automotive ad spend, with the potential to exceed the previous year's spending.
• December is the most active month for automotive advertisers on spot TV.

Conclusion

The automotive industry plays a pivotal role in small and medium markets, where it commands a significant share of consumer spending and advertising. Understanding the unique demographics and preferences of these markets is essential for effective marketing strategies. Local media, especially TV and internet, are crucial in reaching these consumers, with local news and entertainment programs being particularly effective. The report underscores the need for a tailored approach to marketing in these regions to maximize reach and impact.