Red Cars and Tough Tires Drive the Most Recalled Ads in Automotive Magazines
Off-roading tires and banned racing cars resonate the most with automotive readers.
Both General Tire and ads featuring fast and powerful red cars earned two spots in the top five reader-recalled advertisements from GfK MRI’s Starch Advertising Research of automotive magazines from November 2017.
General Truck Tires’ ad in the November issue of 4 Wheel & Off Road pulled ahead into the top-ranked print ad recall slot with score of 90 percent among survey respondents. The two-page spread featured a Jeep Wrangler off-roading on a rocky trail in the forest with the bolded statement that “#Anywhere is Possible.”
Falling only one percentage point behind, at 89 percent recall, was a two-page spread for the Kia Stinger in the Nov. 27 issue of Autoweek. It highlighted the power of their bright red car, promising it can reach 167 MPH and go zero to 60 MPH in 4.7 seconds.
Right behind Kia at 87 percent was the Dodge Challenger SRT Demon’s spread in the Nov. 13 issue of Autoweek. Their ad featured a bright red Demon and a letter from a VP of the National Hot Rod Association stating that the car was disqualified from participation in any NHRA drag racing events due to its excessively fast speeds.
Closing out the top five Noted ads was the only one-page spread by General Auto Tires in the Nov. 1 issue of Four Wheeler that received a score of 86, and Lokar Automotive’s two-page spread in Street Rodder which had 81 percent recall among survey respondents.
Along with data on the top ads that consumers Noted, or recalled having read, GfK MRI also listed the top audiences for various magazine issues from its Issue Specific study (see the top performing November IS titles here). IS metrics show how magazines perform with regard to their average issue audience estimates from GfK MRI’s “Survey of the American Consumer” for the two most recent waves of survey data.
Top 5 Noted Ads
Magazine: 4 Wheel & Off Road
Issue Specific Audience: 2,564,000
Issue Specific Audience: 2,727,000
Issue Specific Audience: 2,634,000
Magazine: Four Wheeler
Issue Specific Audience: 1,871,000
5. Lokar Automotive
Magazine: Street Rodder
Issue Specific Audience: 1,733,000