The table compares the advertising budgets of four UK-based car manufacturers—Renault, Range Rover, Porsche, and Citroen—in 2002, indicating both their total spending (in millions of pounds) and the percentage allocated to four promotional channels: cinema, press, outdoor, and television.
Overall, Renault and Porsche had the highest advertising budgets, while Citroen spent the least. Notably, Range Rover devoted the largest share of its budget to press advertisements, whereas television claimed the greatest proportion of funds for the other three companies. In addition, cinema advertising accounted for a negligible percentage in most cases, with Renault notably investing none of its budget in this medium.
Renault and Porsche led in total spending, each allocating £50 million to advertising, surpassing Range Rover (£41 million) and Citroen (£36 million), respectively. Although Renault was the top spender, it entirely avoided cinema advertising, channelling half of its funds into television and a smaller but still significant portion into press (27%) and outdoor (27%). By contrast, Range Rover allocated 6% to cinema and focused heavily on press at 52%, which was the highest proportion across all four manufacturers for that medium.
Cinema advertising played a minimal role in all four companies’ budgets, with Renault and Porsche completely avoiding it, whereas Citroen and Range Rover allocated a modest 6%. Outdoor advertising showed more variation, with Porsche dedicating the largest proportion (26%), followed by Renault (27%), Range Rover (20%), and Citroen (18%). Despite minor differences in allocation, it is evident that most manufacturers prioritised television and press over cinema and outdoor advertising.