Why Don’t People Attend Car Shows: 25% Said, “ Because,They Did Not Know About it”

Recently Foresight Research participated in a panel discussion about the auto show industry. The discussion was produced by Autoline.com and broadcast throughout the US and Canada. The entire half hour show can be viewed on their website (Autoline.com) or on You Tube. An excerpt can be viewed by clicking the link below.


One of the main points made was that 1 out of every 4 people surveyed said that they did not attend their local auto show because they did not know about it. That is the number two reason for non-attendance; the number one reason being “no interest”.

The fix is of course, spend more money on preshow communications. But there is another fix – make your communications budget more effective. How can that be accomplished – with the combination of creativity (messaging) and science (media mix optimization) Foresight Research has developed and used a model to improve your communications reach – media mix optimization

Media Mix Optimization is an innovative model specifically designed to make your auto show promotion dollars work harder. Using a combination of Foresight’s consumer-driven data, your experience and your existing media plan, this model shows you how you can reach more of your market with existing budgets by reallocating media dollars. You can also play “what if” games to explore new ideas. Often this work becomes self- funding as a 1% increase in attendance generally pays for the study.

We already have the necessary data for a select number of auto shows so the model can be applied to the next show. For other shows we could collect the data at your next show and apply it to the 2019 season.

Attached is an outline of what this model does for you. For additional information please contact me:


For more than a decade Foresight Research, the leading provider of independent, third party auto show insights, has been supplying manufacturers, auto show promoters and their agencies and partners with the consumer-driven information needed to accurately measure the ROI of auto shows, identify best practices for displays and show engagements, and optimize the media spend to maximize show attendance.

Steve Bruyn
Foresight Research
248-608- 1870 X12