AA DirectionsAutomotive Profile

April 2013

AA Directions & Cars

75.786.2

10.66.8

Drive a car Don’t Drive

Drive a Car

AP15+ AA Directions

• 770,000 AA Directions readers drive a car, that equates to 86% of all AA Directions readers

• AA Directions readers are 14% more likely to drive a car than the New Zealand 15+ population

• 101,000 AA Directions readers bought a car last year, that’s 10% more likely than the total population aged 15+

• 26% of all car buyers read AA Directions

Source: Nielsen CMI Jan-Dec 2012

10.3

11.3

Bought a car in the last 12 months

Bought a Car in the last 12 months

+AP 15 AA Directions Readers

%

%

AA Directions & Car Buying

16.0 20.3

80.475.8

New Car Used Car

Type Of Car Purchased

Car Buyers AA Readers Car Buyers

• 21,000 AA Directions readers purchased a brand new car last year, which is 27% more likely than all people who bought a car last year

• 33% of all new car buyers read AA Directions magazine

• AA Directions readers who purchased a car last year were 8% more likely to have purchased a small car, 10% more likely to purchase a medium car, 14% more likely to buy a 4WD, and 7% a Ute, than all those who bought a car last year

Source: Nielsen CMI Jan-Dec 2012

%

%

21.2%19.3%

3.7%

9.3%

5.8%3.1%

36.7%

33.3%

22.8%

3.6% 3.7% 3.3%

10.6%

15.2%

Small Car MediumCar

Large Car Luxury Car 4WD FamilyVan

Ute

Bought a car last year AA Directions bought a car

AA Directions & Car Buying

9.9 10.1

Buy a car next year

Plan to buy a car next year

+AP10 AA Readers Car Buyers

• 90,000 AA Directions readers are planning to buy a car next year, which is 2% more likely than all people.

• 24% of all people planning to buy a car next year read AA Directions magazine

• 24,000 AA Directions readers are planning to spend $30,000 or more on a car next year, that’s 26% more likely than all people who are planning to buy a car next year.

• 6,000 AA Directions readers are planning to spend $50,000 or more on a car next year, that’s 20% more likely than all people who are planning to buy a car next year.

Source: Nielsen CMI Jan-Dec 2012

%

24.7% 24.9%

27.2%

12.4%

5.8%

1.3%2.6%

15.4%

21.7%20.3%

6.8%

2.3% 3.1%

28.4%

Under$5,000

$5,000-$9,999

$10,000-$19,999

$20,000-$29,999

$30,000-$39,999

$40,000-$49,999

$50,000 OrOver

Planning on buying a car AA Directions Planning on buying a car

AA Directions and Planning on buying a car next year

• AA Directions is the Number One read consumer read title by those who are going to buy a car next year

Source: Nielsen CMI Jan-Dec 2012Does not include listings titles such as Skywatch and TV Guide

22,000

23,000

24,000

25,000

26,000

28,000

28,000

30,000

31,000

31,000

32,000

32,000

33,000

33,000

33,000

36,000

37,000

37,000

37,000

37,000

38,000

39,000

45,000

45,000

49,000

52,000

68,000

79,000

86,000

90,000

NZ Life & Leisure

NZ Listener

NZ Rugby World

Time

NZ Autocar

North & South

Fish and Game NZ

TopGear NZ

NEXT

Your Home and Garden

NZ Fishing News

That's Life

NZ Geographic

NZ Gardener

Fashion Quarterly

Little Treasures

Healthy Food Guide

Food

Sky Sport The Magazine

KiaOra

Cuisine

Reader's Digest

NZ Performance Car

New Idea

NZ House & Garden

Hunting & Fishing NZ

Australian Women's Weekly

NZ Woman's Weekly

Woman's Day

AA Directions