Record advertising spend in the automotive industry?

Mountain ski resorts attract thousands of tourists each year, and with them comes advertising. This year, ad spending in ski areas could reach a record high — over EUR 11.4 million, according to analysts monitoring the advertising market. Automotive manufacturers account for the largest share of this spending.

Automotive industry drives the market

The automotive sector has favored mountain towns and ski resorts for several years. Abroad, initiatives come from BMW and Audi promoting their 4x4 models. Toyota has launched its first cross-border ad campaigns targeting Poles in Austrian and Italian ski resorts. Car manufacturers spend EUR 4.6–5.7 million annually during winter on billboards placed along access roads, parking lots, or beside ski slopes. Competition for these media placements is fierce. Besides automotive brands, telecom companies, financial institutions, and movie releases also vie for consumer attention. This year, experts expect total ad spending in this segment to exceed EUR 11.4 million!

Such a result would be record-breaking since 2014, when — according to our estimates — spending in ski resorts reached EUR 9.2 million — admits Dariusz Kowalski, media market analyst and former president of Equinox Polska, noting that although these are seasonal media, it’s hard to find available billboards during the peak season.

Key terms from the article

Advertising spending — AdSpend — the advertising market. The total value of media purchases over a given period, segmented by channels: TV, internet, outdoor, radio, print, cinema.

Automotive advertising fuels winter resorts

Why it matters: A benchmark for your own budget and foundation for discussions on market share within the advertising category.

When to use it: During annual planning, competition analysis, and budget discussions with management.

Risk of ignoring it: Without market data, saying "we increased our budget by 10%" means nothing — if your competitors increased by 30%, your market voice share has declined.

Summary

The ski resort advertising market is headed for a record this year — analysts forecast spending exceeding EUR 11.4 million, compared to EUR 9.2 million in 2014. Automotive manufacturers lead, spending EUR 4.6–5.7 million annually on billboards near slopes and parking areas. Telecoms, finance, and film premieres also compete for these placements.

Despite being seasonal media, finding available billboards during peak winter is difficult — notes Dariusz Kowalski from Equinox Polska. Pressure on availability and rising rates may inflate prices, making this channel increasingly demanding for budget planners.