Two-thirds of Millennials read automotive ads

In today’s world, consumers navigating the automotive purchase process have an increasing number of options and media influences.

Research shows newspapers can be effective at reaching many different target groups, including Millennials. Two-thirds of Millennials are reading the automotive ads in their printed newspapers and 37 percent read automotive ads in digital newspapers.


Automotive sales figures for September 2016 are now available from Desrosiers detailing the third consecutive month that light vehicle sales declined in Canada. Sales were down by 0.5 percent for the month but remain up year to date by 3.2 percent.  Passenger cars continue to slide with sales down 7.6 percent for the month and 7.7 percent year to date. The market has moved whole-heartedly to light trucks; sales were up by 3.5 percent for the month and are now up by 10.1 percent year to date, accounting for two out of three light vehicle sales (65.3 percent).

In early 2016, Newspapers Canada conducted an update to previous automotive research to answer the key question of which media influence vehicle purchases in Canada.

Access the study material online at