Auto Ad Spending to Grow 14% in U.S.

The U.S. auto industry will boost its ad spending 14% to $30.8 billion this year, Borrell Associates Inc. predicts.

The Williamsburg, Va.-based media research and consulting firm says 40% of this year's media expense will be for digital advertising. Spending in the segment, up 39% from 2011, will be devoted mainly to Web and search engine ads, according to the analysis.

Borrell's 37-page report on the 2012 market is based on an analysis of newspapers, radio, television, magazines, billboards and telemarketing. The study also evaluates spending patterns by carmakers, dealers and private-party sellers.