We’ve been hearing it across the boards – publicly-traded media companies have all been talking about the return of the automotive category as a consumer of inventory, and we’ve been hearing high hopes for automotive looking ahead. The research experts at BIGinsight took a special look at the prospects for high-end automotive and found traditional media leading digital in creating up-market buzz factor.
BMW was the big winner on the traditional media side.
Part of the reason traditional aces out digital, explains the“Forbes Insights 2012 Special Report: Luxury Automotive Outlook” for which BIGinsight provided the underlying data, is its greater reach.
The report looks at the number of households that are thinking of buying a car in the next six months, indicate a positive view of each luxury brand, and actually have the wherewithal to buy one – with the floor set at $100K in annual income.
Much of the buzz related to a brand comes from the manufacturer itself and also from word of mouth recommendation, but we will focus on that generated by either digital or traditional media.
To get a feel for the difference in buzz level generated, look at Acura. It’s the highest rated on the digital media chart with a score of 10.75. It comes in second to BMW on the tradition media chart, but with a much better 18.99 score.
Here are the media buzz results:
Traditional Media Buzz
Digital Media Buzz