According to research from Borrell Associates - a research firm that tracks local advertising - US auto manufacturers will increase their online local ad spending by 14% in 2010, while new- and used-car dealers will increase their ad spend online by 8.6%.

The total effect will result in an 11.4% increase in new-vehicle online ad spending next year, Borrell says.

Overall, Borrell Associates predicts that US ad spend for new cars will rise to a total of US$19.2bn from the low of US$18.4bn in 2009, experiencing a 4% growth rate across all media.

These numbers represent declines from 2008 spending, following a precipitous drop in automotive ad spend of 31% in the first half of 2009, according to Borrell's research.