Audi Picks Sundays To Target Its Message

Saturday may be the busiest day of the week for car dealerships, but at least one manufacturer, Audi, thinks Sunday is the best day to gets its message in front of Americans.

Audi’s chief marketing officer Scott Keogh said Audi will concentrate nearly 70% of its media budget for its A8 model on TV during 2011 with its ongoing sponsorship of the National Football League, its upcoming buy on Super XLV and an increased investment in Sunday-morning news programming. His remarks were featured in an interview with Ad Age.

It doesn’t come down to gross numbers of people tuning in. Rather, it has to do with reaching the right people. Keogh said Nielsen research showed that the automaker would be able to reach 84% of its target affluent audience on just a total-day Sunday media schedule vs. 88% reach across a comparable, incrementally expensive five-day weekly schedule.

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Other tidbits from the Ad Age article:

  • Audi expects to hit 100,000 in sales;
  • It’s showing record manufacturer suggested retail prices (which means it’s not discounting to hit sales numbers); and,
  • It’s expected to spend more than $81 million on advertising in 2010.
http://adage.com/article?article_id=147275