Chicago—May 17, 2007—Cars.com accelerates its 2007 advertising campaign this week with an all-new sponsorship of primetime programs on ABC.com, including "Lost," "Desperate Housewives," "Grey's Anatomy," "Ugly Betty" and "Dancing with the Stars." The sponsorship is just part of an extensive online brand campaign targeting in-market shoppers through a variety of online ad networks, as well as placements on popular news and information websites including MSN, ESPN.com, MapQuest.com and CNET.com.
"As we head into the peak car buying season, advertising on ABC.com provides us with a unique opportunity to reach car buyers at the height of the TV viewing season with the airing of much-anticipated season finales," said Carolyn Crafts, vice president of marketing at Cars.com. "With higher advertising recall among streaming video viewers than television viewers of the same shows, our ABC.com sponsorship allows us to familiarize viewers with the Cars.com brand and our site's extensive inventory and ease of use. Once they're on our site, automotive shoppers can readily research their next vehicle and locate the dealer who has it."
Industry analysts believe companies who sponsor online programming are positioning themselves to reach new consumers and strengthen existing customer relationships. In March, eMarketer announced the results of a study that found nearly half of internet users who view streaming TV programs would increase their consideration of advertising sponsors.
"As people increasingly spend more of their media time online to get the news and entertainment they want, Cars.com will be there to provide the information they need to make an informed car-buying decision," said Mitch Golub, president of Cars.com. "Beyond the ongoing enhancements we're making to the Cars.com site, our focus remains on reaching high-quality, ready-to-buy shoppers and connecting them with our dealer advertisers."
In addition to its current online campaign, Cars.com launched an extensive broadcast and print campaign earlier this year that has helped drive record site traffic and advertiser performance. Cars.com estimates its television commercials alone will reach more than 220 million consumers.
Partnered with more than 200 leading metro newspapers, television stations and their websites, Cars.com is the most comprehensive destination for those looking to buy or sell a new or used car. The site lists more than 2 million vehicles from 13,000 dealer customers, classified advertisers and private parties to offer consumers the best selection of new and used cars online, as well as the content, tools and advice to support their shopping experience. Recently selected by Forbes.com as a Best of the Web site for car shopping, Cars.com combines powerful inventory search tools and new-car configuration with pricing information, photo galleries, buying guides, side-by-side comparison tools, original editorial content and reviews to help millions of car shoppers connect with sellers each month.
Launched in June 1998, Cars.com is a division of Classified Ventures, LLC, which is owned by leading media companies, including Belo (NYSE: BLC), Gannett Co., Inc. (NYSE: GCI), The McClatchy Company (NYSE: MNI), Tribune Company (NYSE: TRB) and The Washington Post Company (NYSE: WPO).