As live awards shows and major sporting events are typically shown on Sundays, Audi of America considers the seventh day to have such an impact on the masses that it has aligned its entire 2011 TV marketing calendar around it. In what Audi calls as its "Sunday Media Strategy," almost 70% of its media budget for its A8 model will be focused on TV during 2011.
It has its ongoing sponsorship of the National Football League and it also has its upcoming ad for Super XLV. But Audi’s plans include investing further in Sunday-morning news programming during NBC's "Meet The Press" and CBS' "Sunday Morning."
It will also be seen on Sunday prime-time programming such as ABC's "Brothers & Sisters" and CBS' "Amazing Race.”
According to Scott Keogh, Audi's chief marketing officer, Nielsen research indicated that Audi will be able to reach 84% of its target affluent audience on a Sunday-only media schedule. But if it uses a comparable, incrementally expensive five-day weekly schedule, it will reach 88% of its target audience.
At the latest Los Angeles Auto Show, Keogh told Ad Age that the company studied where Americans consume media and where luxury pervades.
He said that Audi found that it “could get as much” from its media plan on Sundays as compared to the five-day schedule. He said that by doing so, Audi expects that it will be able to “stretch” its launches and reach more of its target audience. [via autonews - sub. required]