As part of its continued commitment to support the industry, Auto Trader will begin sponsoring ‘Weekends on Dave’, a premium schedule on one of the UK’s most popular digital TV channels. The campaign will help drive more potential buyers to retailers’ adverts on its marketplace, which recorded over 57 million cross platform visits in July.
It is a long term TV sponsorship and will run from the second weekend of August for 12 months. It follows the Retail Ready digital campaign which launched to coincide with forecourts reopening in England which promoted the industry being back to business. The Retail Ready campaign delivered over 26 million completed views (across 20s, 30s videos and 6s bumper formats) on YouTube, 43 million impressions across YouTube and display and 61K click throughs to articles addressing consumer confusion.
The new sponsorship will deliver a stand-out series of 10 second adverts that hero the different lifestyles and experiences cars offer UK drivers at the weekend. An average of eight will be shown per hour across peak and daytime hours, reaching 25 million adults over 12 months, an audience that has historically performed very well for Auto Trader in terms of both brand consideration and response.
Dave’s premium programming targets audiences that show a strong overlap with in market car buyers popular also with UK in-market buyers. Marquee weekend programming includes shows such as Mock the Week, Have I Got News for You, Top Gear, Live at the Apollo and Red Dwarf. The channel had the third highest monthly reach on all platforms in 2019, reaching 17.6 million adults, behind only E4 and ITV2.
Commenting on the new sponsorship, Catherine Faiers, Auto Trader’s Chief Operating Officer, said: “Demand on our marketplace shows no sign of slowing and remains up over 25% year on year. We are doing everything we can to maintain this performance over the coming months. Sponsorship of Dave is the next phase of our commitment to this and will provide us with incredible reach and an exciting opportunity to engage with a new audience of new and used car buyers.”