Press release

Auto Trader set to drive more car buyers to its marketplace through 12 month ‘Weekends on Dave’ sponsorship

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.”

Our latest audience update shows that user volumes on our platform are up 4.7% vs 2020 and 31% vs 2019 https://t.co/wgOZNdudlT
Our latest audience update shows that user volumes on our platform are up 4.7% vs 2020 and 31% vs 2019 https://t.co/wgOZNdudlT
The @MercedesBenzUK GLA continues to be the fastest selling car in the UK, taking an average of just 23 days to turn on retailers forecourts right now. https://t.co/hcDxlDWwSQ
The @MGmotor ZS was awarded the Best Value New Car at this year's Auto Trader New Car Awards. Owners of the ZS highlighted the combination of great quality, reliability and performance, mixed in with a fair price and low running costs. https://t.co/2etPaVt2UB
Join our next webinar where we will be helping you make the most of this opportunity and sharing some tips and tricks to optimise your Retailer Store and maximise buyer traffic > https://t.co/dwY7UtjvqA https://t.co/EyHNe5DxQN
148,000 UK car owners voted the @Hyundai_UK Tucson as the Best Car for Long Distances at the Auto Trader New Car Awards 2021. One owner stated that “The amount of space, front, back and in the boot is very impressive and the console for music and media is brilliant." https://t.co/XajhCH3gDj
Demand for new cars is seeing a strong surge among car buyers, with May seeing a record number of new car leads being sent to retailers from our marketplace. https://t.co/CTDOtxqzVr
Demand for new cars is seeing a strong surge among car buyers, with May seeing a record number of new car leads being sent to retailers from our marketplace. https://t.co/CTDOtxqzVr
The average price of a used car increased a record 9.7% year-on-year on a like-for-like basis last week. It not only marks 57 weeks of consecutive price growth, but a huge acceleration on the 5.7% growth recorded during the week of 12th April. https://t.co/JNM5zb70GT
Our research shows that government grants are a key incentives to encourage consumers to buy an electric or hybrid vehicle. Despite this, 49% of consumers are not aware of the existing grant, highlighting the need for increased awareness of such support to help drive adoption. https://t.co/C4wXxsEZKR

Auto Trader Group plc
Registered in England (Company number: 09439967)

Auto Trader Limited
Registered in England and Wales (Company number: 03909628)

Registered address:

1 Tony Wilson Place
Manchester
M15 4FN
VAT number: GB 614 8918 20

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