Auto After Care Consumers and YHR

Transcript

1. 72,300 5,500 13,300 17,000 22,900 27,000 28,000 62,600 0 25,000 50,000 75,000 Other store Federated Auto Parts CarQuest Auto Parts Tire Factory Auto dealership NAPA Auto Parts Did not shop Les Schwab 142,200 local adults shop at auto stores. Here is where they’re shopping: auto stores shopped, past 12 mo. The Yakima Herald Republic reaches 75% of auto store shoppers during a typical week! (print & online reach) Auto After Care Market Source: Yakima County, 2012 Scarborough Report Yakima/Pasco/Richland/Kennewick R2, (Fall 2011 - Fall 2012) Typical week = unduplicated YHR print and online weekly audience reach.
2. Oil and filter changes are the most popular vehicle service for local consumers. auto service or repair, past 12 mo. 12,900 8,400 9,200 11,100 16,000 16,700 18,300 33,600 43,700 44,400 48,800 52,200 77,700 141,900 0 25,000 50,000 75,000 100,000 125,000 150,000 None Muffler Shocks/struts Car radio/stereo equipment Transmission repair Paint/body work Auto glass replacement/repair Other car repair Brake repair Car battery Tune-up/spark plugs Anti-freeze/coolant New tires Oil filter/oil change Auto After Care Market Source: Yakima County, 2012 Scarborough Report Yakima/Pasco/Richland/Kennewick R2, (Fall 2011 - Fall 2012)
3. Auto After Care Market Repair or service, past year (household) Yakima Herald Republic Yakima Herald Online Radio Listeners Top 5 AM Drive Stations TV Viewers Top 5 Prime Time Stations Anti-freeze/coolant 71% 28% 43% 20% Auto glass replacement/repair 64% 28% 48% 25% Brake repair 75% 33% 42% 25% Car battery 72% 33% 51% 34% Car radio/stereo equipment 84% 46% 62% 12% Muffler 75% 32% 65% 14% New tires 74% 38% 48% 33% Oil filter/oil change 70% 29% 45% 27% Paint/body work 61% 32% 45% 41% Shocks/struts 70% 32% 34% 23% Transmission repair 79% 19% 46% 43% Tune-up/spark plugs 71% 30% 40% 30% Other car repair 82% 39% 49% 38% None 56% 7% 28% 21% Source: Yakima County, 2012 Scarborough Report Yakima/Pasco/Richland/Kennewick R2, (Fall 2011 - Fall 2012) Yakima Herald Republic Readers: reach weekly print cume; YakimaHerald.com Visitors: reach avg. monthly visitors Radio: weekly cume reach of top 5 stations AM drive time ; TV: weekly cume reach of top 5 stations prime time. The Yakima Herald Republic reaches more vehicle repair and service consumers.