Chart 1: Social-Media Ad Spending The auto industry will spend approximately $1.2 billion this year on some form of “social media” advertising, or about 16% of the $7.4 billion spent by all U.S. companies. That represents a disproportionate share, by the way: Auto advertising tends to be about10% of total advertising expenditures, yet 16% of all social media advertising. All estimates, projections, and forecasts in $ billions. * Spending includes advertising and promotions. ** “Auto Industry” includes dealers, dealer associations, and manufacturers.Source: Borell Associates AUTO INDUSTRY TOTAL SOCIAL MARKETING TOTAL AUTO INDUSTRY SHARE 12.2%11.7%11.5%16.2%14.5%13.2%19.5% BILLION Moving the Metal: How Automotive Dealers Can Take Advantage of Social Media

Chart 2a: Media Budgets Not Yet Balanced with Consumer Media Time, 2007 % OF AD SPENDING ON EACH MEDIA TYPE % OF TOTAL MEDIA TIME INDIVIDUALS SPEND WEEKLY Source: Forrester Research, North American Technographics Benchmark Survey, 2007 and 2009 In 2007, spending was not yet aligned with where consumers spent the most time… Moving the Metal: How Automotive Dealers Can Take Advantage of Social Media

Chart 2b: Media Budgets Not Yet Balanced with Consumer Media Time, 2009 Source: Forrester Research, North American Technographics Benchmark Survey, 2007 and 2009 % OF AD SPENDING ON EACH MEDIA TYPE % OF TOTAL MEDIA TIME INDIVIDUALS SPEND WEEKLY … that still held true in Moving the Metal: How Automotive Dealers Can Take Advantage of Social Media

Source: Forrester Research; U.S. dollars, in millions Chart 3: Forecast: U.S. Social Media Spend, (U.S.$millions) Social media is the fastest-growing segment of interactive marketing at an annual growth rate of 34%. It’s growing more than twice as fast as other forms, such as search and display. INTEGRATED CAMPAIGNS ON SOCIAL NETWORKS AGENCY FEES FOR SOCIAL MEDIA $3,113 $2,254 $1,649 $1,217 $935 $716 TOTAL Moving the Metal: How Automotive Dealers Can Take Advantage of Social Media MILLION