Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "automotive"
- Smaller ad categories continue to fuel the expansion, while two of the biggest -- auto and CPG -- experienced double-digit declines.
- Harley-Davidson, BMW, and Honda all showed improvement this year, while Chevrolet, Ford, and Mercedes-Benz all declined.
- The automotive and mobility sector is going through a period of transformation, accelerated by digital enablement, per YouGov's Suzanna Mitrovich.
- The pandemic prompted a decline in demand for shared transportation, and consumers aren't eager to return, per CarGurus.
- The auto industry continues its trend of producing ever-more appealing vehicles, according to J.D. Power.
- Baird Equity Research is tracking search trends as students go back to school this fall. The search data skewed flat to lower for most keywords, with 22 of 60 terms declining more than 5%, according to the data.
- Smartphone connectivity is the most common problem cited by new owners, according to the study.
- These shifts indicate there are both risks and opportunities for automotive marketing teams in today's new vehicle marketplace, per IHS Markit.
- Satisfaction with the auto industry as a whole was unchanged, according to the American Customer Satisfaction Index.
- Ad spending in the major English-speaking markets -- the U.S., the U.K., Canada, Australia, and New Zealand -- expanded 25% during the first half, including a 52% spurt during Q2, the first quarter to reflect year-over-year comparisons with the COVID-19 ad recession of 2020, which began in March and lasted through July (based on U.S. data).
- Transportation and tourism, one of the categories most severely disrupted in 2020 by the COVID-19 pandemic, is showing the greatest recovery in 2021 and 2022, according to key category growth estimates published by WARC as part of its global ad forecast revisions. Like most of Madison Avenue's big agency forecasting units, and a variety of other independent consultants, WARC predicts strong aggregate growth for the ad industry's recovery, with worldwide ad spending projected to expand 17.8% in 2021.
- Almost three-quarters of shoppers consider a car's U.S. economic impact a significant or deciding factor in their vehicle purchase.
- The average age of light vehicles in operation in the United States has risen to 12.1 years this year, per IHS Markit.
- To ensure accurate portrayals of women and girls, the Ford Motor Company team followed insights provided by the ANA's #SeeHer movement. The result was a campaign created by and for Black women, affirming the automotive brand's commitment to supporting the advancement of positive representations of them in media and advertising, both in front of and behind the cameras.
- The importance of cultural connection points in advertising still holds true to build upon the equity in any established consumer relationship. Lexus 0to60 was created to illustrate how "performance" could create greater affinity within the Black consumer mindset for the Lexus brand.
- Data from the Nextdoor app has become a valuable tool for marketers looking to track real-time, local changes in consumer behavior. The data reveals consumers' spending habits and media consumption preferences as well as environmental issues.
- Nine percent of respondents hid in their car from people in their household, according to Vroom.
- What would it mean to your media mix model if you bought people instead of channels? Building out your media campaign with smart data and custom modeling instead of working from the top down. Cadillac is doing just that with their current audience first approach.
- This year's increases won't be enough to wipe out 2020's losses. The ad marketplace won't grow larger than what was seen in 2019 until 2022.
- GM's impressive 69% retention of its customers is attributed to its popular SUV and pickup lineup.
- Mercedes-Benz is also the top brand for those earning over $150,000, while millennials and those earning $50,000 or less rank Toyota number one.
- Ford and other companies are interested to know what changes will stick after COVID-19, said Ford's Sheryl Connelly.
- Kantar said 96 commercial spots aired in the game, for a record 57 total minutes. Automotive was again the top spender overall at $75 million, for a 14% share, followed by premium TV and video streaming services marketers with an 11% share and $57 million in total spending. ViacomCBS's Paramount+ was the most prominent brand overall.
- The process of buying cars has changed "profoundly" during the past year, according to Marchex.
- A study of reactions to a video ad found that while sadness decreased sharing, other emotions like disgust slightly increased it. Emotion-provoking ads can create performance, though not in the traditional sense. Emotions also can make an ad go viral, and entice consumers to latch on to the brand for life.
- "Whether a new or used model, loyalty matters," says Robert Passikoff, Brand Keys founder and president.
- The Ford F-Series is the most popular vehicle among car owners in 18 out of 50 states.
- Car buyers desire items like an air conditioner with built-in germ filtering and a built-in phone sanitizer.
- "The pandemic provided dealers with a wide-open path to allow different approaches to sell vehicles," says J.D. Power's Chris Sutton.
- An openness to buying online has not wavered since June, despite dealerships reopening across the country.
