Interesting stuff in the recently released 2009 NIADA Used Car Industry Report. Although dealers are still spending heavily on more traditional media such as Newspaper (27% of spend), Television (17%), and Radio (17%), Internet averages 17% of spend but is responsible for 54% of Primary Media Source Leading to Dealership. Dealers Perception is that the Internet is only responsible for 32% because most Internet shoppers (61%) make their first contact with the dealer by walking in (rather than phone or email).