1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000 Van or mini-van Full-size car Compact car Midsize car Luxury vehicle (any size) Sport utility vehicle Pickup truck Consumers in 16,500 Yakima county households plan to buy or lease a new vehicle in the next year. Here’s what they’re looking to purchase: vehicle plans to buy or lease next 12 mo. During a typical week, the Yakima Herald Republic reaches 79% of those planning to buy new vehicles. print & online New vehicles Base: 16,500 Yakima County adults planning to buy a new vehicle Source: Yakima County, 2012 & 2011 R2 Scarborough Reports Yakima/Pasco/Richland/Kennewick (Fall 2010 - Fall 2012) Typical week = unduplicated YHR print and online weekly audience reach. Respondents may choose more than one category.
decide where to buy. Primary reason used a dealer to buy or lease last new auto: 1,600 1,300 2,000 2,100 2,500 3,600 4,000 4,300 7,200 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 Other reason Financing through dealer Warranty Location Service Price - value Reputation of dealer Selection of makes/models Price - value New vehicles During a typical week, the Yakima Herald Republic reaches 79% of those planning to buy new vehicles. print & online Typical week = unduplicated YHR print and online weekly audience reach. Respondents may choose more than one category. Base: 16,500 Yakima County adults planning to buy a new vehicle Source: Yakima County, 2012 & 2011 R2 Scarborough Reports Yakima/Pasco/Richland/Kennewick (Fall 2010 - Fall 2012)
6,000 8,000 10,000 12,000 14,000 Luxury vehicle (any size) Full-size car Van or mini-van Sport utility vehicle Compact car Midsize car Pickup truck Consumers in 32,400 Yakima county households plan to buy a pre-driven vehicle in the next year. Here’s what they’re looking to purchase: During a typical week, the Yakima Herald Republic reaches 86% of those planning to buy used vehicles. print & online Used vehicles Base: 32,400 Yakima County adults planning to buy a used vehicle Source: Yakima County, 2012 & 2011 R2 Scarborough Reports Yakima/Pasco/Richland/Kennewick (Fall 2010 - Fall 2012) Typical week = unduplicated YHR print and online weekly audience reach. Respondents may choose more than one category. pre-driven vehicle plans to buy next 12 mo.
4,000 6,000 8,000 10,000 12,000 Warranty Location Financing through dealer Service Other reason Reputation of dealer Selection of makes/models Price - value Value and selection are the top reasons used auto shoppers choose where to buy. Primary reason used a dealer to buy or lease last new auto: Used vehicles During a typical week, the Yakima Herald Republic reaches 86% of those planning to buy new vehicles. print & online Typical week = unduplicated YHR print and online weekly audience reach. Respondents may choose more than one category. Base: 32,400 Yakima County adults planning to buy a used vehicle Source: Yakima County, 2012 & 2011 R2 Scarborough Reports Yakima/Pasco/Richland/Kennewick (Fall 2010 - Fall 2012)
used auto own at least one auto 10+ years old. Model year of any vehicle owned by those planning to buy a used vehicle 2,600 9,300 19,000 0 5,000 10,000 15,000 20,000 2008 & newer 2004 to 2007 2003 & older Base: 32,400 Yakima County adults planning to buy a used vehicle Source: Yakima County, 2012 & 2011 R2 Scarborough Reports Yakima/Pasco/Richland/Kennewick (Fall 2010 - Fall 2012) This target group of Yakima consumers with older autos may be more motivated to buy. 9 out of 10 of these target consumers are reading the Yakima Herald Republic every week in print and online!
close to home, while new auto shoppers are willing to drive a few more miles. Miles traveled for last vehicle purchased, new and used 18% 20% 6% 26% 38% 12% 12% 27% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Less than 10 miles 10 - 19 miles 20 - 29 miles 30 miles or more New Used New & Used vehicles Base: 16,500 adults planning to buy new; 32,400 adults planning to buy used Source: Yakima County, 2012 & 2011 R2 Scarborough Reports Yakima/Pasco/Richland/Kennewick (Fall 2010 - Fall 2012)
research vehicles. Dealers/websites might shop to buy/lease new/usd vhcl (HHLD) 1,200 2,000 2,200 2,600 3,100 3,400 4,300 5,500 5,700 6,500 6,700 7,000 7,400 7,800 7,800 10,100 14,400 0 5,000 10,000 15,000 Other Bud Clary dealership Cars.com Mike Olson Chrysler/Jeep/Dodge Toyota of Tri-Cities Tom Denchel's Ford Country Mid Valley Chrysler/Jeep/Dodge Lee Peterson Buick/Cadillac/GMC Carey Motors YakimaHerald.com/cars or YakimaWheels.com Steve Hahn Auto Group McCurley Integrity Chevrolet/Cadillac Valley Ford/Nissan/Kia Bob Hall's Auto Group Bud Clary Automotive Bud Clary Toyota of Yakima Autotrader.com C. Speck Motors 14,500 YakimaHerald.com visitors intend to purchase vehicles this year. DID YOU KNOW: When compared to all consumers in Yakima county, our online audience is 12% more likely to purchase a vehicle in the next year! Source: Yakima County, 2012 Scarborough Report Yakima/Pasco/Richland/Kennewick R2 Current (Fall 2012) Local auto consumers searching online
Herald Republic Yakima Herald Online Top 5 AM Drive Radio Stations Top 5 Prime Time TV Stations New / Leased Vehicle 79% 22% 18% 61% Any Used Vehicle 83% 39% 40% 41% Plan to buy or lease new Compact 71% 23% 10% 32% Full-Size Car 95% 18% 18% 68% Luxury Vehicle (any size) 69% 29% less that 1% 83% Mid-Size Car 91% 29% 48% 61% Pickup Truck 90% 17% 29% 50% Sport Utility Vehicle 74% 58% 20% 85% Van or Mini-Van 24% less that 1% less that 1% 32% Last Vehicle: Bought New 79% 25% 27% 61% Leased 74% 54% 4% 18% Bought Used 70% 28% 33% 41% Yakima Herald Republic: weekly print cume reach; Yakima Herald Online: avg. monthly reach; Radio: weekly cume reach of top 5 stations AM drive time 6-10 am; TV: weekly cume reach of top 5 stations prime time 8-11 pm. The Yakima Herald Republic reaches more auto consumers than other local media! Source: Yakima County, 2012 & 2011 R2 Scarborough Reports Yakima/Pasco/Richland/Kennewick (Fall 2010 - Fall 2012) Auto consumers & local media
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