SUVs, not eco cars, given big ad presence online
Click above for high-res image gallery of the Tahoe Hybrid
For all the talk, it turns out that automakers love to advertise SUVs more than hybrids or other fuel-efficient vehicles online. According to a new study by comScore, auto companies "delivered" over six times as many online SUV display ads in January 2009 as they did for "Fuel-Efficient/Hybrid models" (I'm not sure which category a vehicle like the Tahoe hybrid would fit into this categorization). The numbers: 65 million deliveries for SUVs vs. 9.9 million for the gas-sippers.
The big monsters in the online ad space were the GMC Yukon (22 million), the KIA Borrego (10.3) and Toyota Sequoia (8.5). How about a car like the Prius? Just over 1 million in January.
Overall, comScore found that car advertisers delivered (there's that word again) almost two billion ad impressions to 120 million people in January 2009, down 43 from January 2008. More details after the jump.
Gallery: ABG Garage: 2008 Chevy Tahoe Hybrid
[Source: comScore, Inc.]
PRESS RELEASE:
Auto Manufacturers Continue to Advertise SUVs Online Over More Fuel-Efficient Models, According to comScore Ad Metrix
Ford Motor Company Ranks as Top Automotive Advertiser Online Reaching one-third of U.S. Online Audience
RESTON, Va., March 25 /PRNewswire-FirstCall/ -- comScore, Inc. (NASDAQ: SCOR) , a leader in measuring the digital world, today released the results of a study of online automotive advertising, based on data from the comScore Ad Metrix service, including the debut release of data from comScore's new product-level dictionary.
The study revealed that Ford Motor Company was the top auto advertiser in January with 481 million display ad impressions, followed by Toyota with 384 million and General Motors with 316 million. The top ten auto manufacturers accounted for 58 percent of the 1.9 billion ad impressions in the segment, with the "Big Three" U.S. automakers (Ford, GM and Chrysler) accounting for 26 percent.
Top Advertisers among Auto Manufacturers by Total Display Ad Impressions
January 2009
Total U.S. - Home/Work/University Locations
Source: comScore Ad Metrix
Total Display Share of Auto Advertising Advertising
Ad Ad Exposed Exposed
Impressions Impressions Unique Reach (% of
(000) Persons Internet
(000) Users)
Auto
Manufacturers 1,949,570 100.0% 120,135 65.1%
Ford Motor
Company 480,734 14.7% 59,829 32.4%
Toyota 384,166 11.7% 45,874 24.9%
General Motors 316,493 9.7% 44,438 24.1%
Mercedes-Benz 265,063 8.1% 37,284 20.2%
Honda 163,387 5.0% 28,020 15.2%
Nissan 126,773 3.9% 21,064 11.4%
Hyundai Motors
Inc. 55,773 1.7% 6,317 3.4%
Volkswagen 46,407 1.4% 13,125 7.1%
BMW 28,273 0.9% 4,776 2.6%
Chrysler LLC 23,793 0.7% 6,608 3.6%
Automotive advertisers delivered nearly 2 billion ad impressions and reached 120 million people, or 65 percent of the total Internet audience, in January 2009. This represents a decline of 43 percent in online ad impressions for the auto industry versus January 2008.
GMC Yukon the Most Advertised SUV Online, Chevy Malibu Tops among "Green" Models
As part of the study, comScore identified the most advertised SUV and Fuel Efficient/Hybrid vehicles using the new comScore Ad Metrix product dictionary, which allows an identification of online advertisements at the product level. Interestingly, the auto companies delivered nearly six times more display ads for SUVs (65.0 million) than Fuel-Efficient/Hybrid models (9.9 million) in January 2009. The most advertised SUV model online was the GMC Yukon, with 22 million ad impressions, followed by the KIA Borrego (10.3 million) and Toyota Sequoia (8.5 million).
Top SUV Models Advertised Online by Total Display Ads
January 2009
Total U.S. - Home/Work/University Locations
Source: comScore Ad Metrix
Total Display Advertising Advertising AverageMeanwhile, the top "green" model advertised online was the Chevy Malibu, which received 1.4 million ad impressions promoting its fuel-efficiency or hybrid model, followed by the Lexus LS Hybrid (1.2 million) and Lexus RX Hybrid (1.0 million).
Ad Exposed Reach (% of Frequency
Impressions Unique Internet (No. of Ad
(000) Persons Users) Impressions
(000) per Person)
Total SUVs 64,951 16,997 9.2% 3.8
GMC Yukon 21,986 8,124 4.4% 2.7
KIA Borrego 10,315 2,133 1.2% 4.8
Toyota Sequoia 8,498 1,705 0.9% 5.0
Toyota Highlander 4,104 1,321 0.7% 3.1
Ford Flex 4,050 1,318 0.4% 3.1
Top Fuel-Efficient/Hybrid Models Advertised Online by Total Display Ads
January 2009
Total U.S. - Home/Work/University Locations
Source: comScore Ad Metrix
Total Display Advertising Advertising Average"The collective online advertising strategy of automakers shows a low level of online advertising for their green models and higher levels for their heavier gas consumption vehicles," said Jeff Hackett, comScore senior vice president. "While SUVs may still drive a larger share of sales for the automakers, comScore research has shown that online is an effective brand-building medium and now might be a good time to begin shifting allocation of dollars and mindshare towards the models of the future."
Ad Exposed Exposed Frequency
Impressions Unique Reach (% of (No. of Ad
(000) Persons Internet Impressions
(000) Users) per Person)
Total
Fuel-Efficient/Hybrids 9,852 4,357 2.4% 2.7
Chevrolet Malibu 1,409 640 0.3% 2.2
Lexus LS 1,239 607 0.3% 2.0
Honda Civic 1,180 423 0.2% 2.8
Toyota Prius 1,077 314 0.2% 3.4
Lexus RX 1,046 579 0.3% 1.8
About comScore
comScore, Inc. (NASDAQ:SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.
Reader Comments (Page 1 of 1)
Robb 1:54PM (3/29/2009)
Well of course. SUV's have a huge profit margin, and companies will advertise what makes them money. Most eco-cars have razor thin profit margins, and some (like the Prius) are rumored to LOSE money for their parent companies.
Reply
why not the LS2LS7? 1:53PM (3/29/2009)
SUVs are a very competitive market. There are a lot of options in virtually every market segment.
There's been very little actual competition in the hybrid market. There are a very few successful hybrids, and those don't really need to be advertised. And there are a lot of unsuccessful hybrids (like the Malibu hybrid) that there isn't much point to advertising.
Since the few successful hybrids haven't really competed with each other, they didn't advertise a lot. But now with the Prius and Insight in similar market spaces I have to imagine the amount of advertising for those cars will rise.
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Kumar 10:37AM (3/30/2009)
There's also a higher profit margin in SUVs than hybrids, which would explain why the big three went for (and failed with) SUV hybrids.
I guess they either still have those cash cow pipe dreams or have a lot of excess inventory.
mister nomer 2:06PM (3/29/2009)
Sebastian says: "For all the talk, it turns out that automakers love to advertise SUVs more than hybrids or other fuel-efficient vehicles online."
Not necessarily disagreeing with you here, but wouldn't a contributing factor, a big contributing factor, be that there's already a lot of free news coverage of hybrids in the MSM.
For example: I can't remember the last time I saw an ad for a Prius. I don't have to. I already know it's made by Toyota. I already know it's really fuel efficient because - the MSM told me: A few years ago, how really fuel efficient it was and how long the wait lines were. This year, how their sales had dropped and then how their sales had dropped but not as much as regular cars and trucks because - guess what - it's really fuel efficient.
I mean, why pay for what you can get for free?
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Sebastian 3:01PM (3/29/2009)
that's a good point, and AutoblogGreen certainly plays a role in this.
mark 7:39AM (3/30/2009)
I have never seen one ad for a Prius here in Italy (even a billboard) or my home Ireland, we do have lots of Toyota ads for the Yaris though.
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Chris M 5:55PM (3/29/2009)
The percentage of advertising for different models reflects how much they want them to sell. SUVs have a high profit margin but aren't selling well, so they are putting most of the ad revenue there in hopes of boosting sales.
But we don't always get what we want, same with those automakers, and those SUVs just aren't going to sell well, even with heavy advertising.
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BlackbirdHighway 7:24PM (3/29/2009)
The automakers always claim that they just produce SUVs because that's what consumers want.
So, why do the need to advertise them so much? Advertising is intended to increase demand.
The most annoying ads to me are the ones for Dodge RAM pickup trucks. The message of the commercial is that these things are just fun toys. I mean it looks like a commercial for Mattel.
Reply
Throwback 9:42AM (3/30/2009)
Advertising increases awareness of a particular vehicle and how it competes against a similiar vehicle. You advertise cars that are not selling to try to create awareness around those vehicles. Why would any company advertise any car if people have already decided what to buy? I doubt any amount of advertising is going to make someone buy a Land Cruiser instead of a Carolla. It may however make someone choose a LC over a Tahoe.
Patrick 7:53PM (3/29/2009)
It's simple. The market leaders in small cars, Toyota & Honda, are so strong that they don't need to advertise, and U.S. automakers don't have small cars worth spending money to advertise.
U.S. automakers spend money on their best vehicles, and others are spending money where they could use the help.
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Richard 8:09PM (3/29/2009)
I agree with BlackbirdHighway, IF the automakers keep claiming that they produce the cars people want, why are they disproportionately advertising cars that don't sell well? I know that those have higher profit margins, but how creating a want for smaller, more efficient cars?
One thing I can't stand is the lack of style in economy cars. Who ever made the rule that efficient cars need to be ugly? Only large cars can be pretty and those had better have at least a V6! Piss poor marketing. I say let GM die, and let a more efficient automaker come right behind them and take up the slack. As if three bailouts weren't enough. Ford hasn't asked for one cent, and they have the best line up of cars, a great hybrid fusion, escape, and now they are making EV's! GM, you should die.
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chris 8:16PM (3/29/2009)
Yea, im thinking this article doesnt really say anything meaning full. Hybrids are selling themself were as SUV sales have fallen off big time and are sitting on dealer lots.
they're need to spend extra money to sell them at all might be a better story line here
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mudder 9:36PM (3/29/2009)
FUD. SUVs are broadly defined here. The Ford Flex (ranked #5) is definitely not a SUV--it was nominated for North American Car of the Year. It also boasts best-in-class fuel mileage.
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BoneHeadOtto 9:46PM (3/29/2009)
People advertise to boost sales not educate the public. SUV sales are down thus advertising dollars are spent in an attempt to improve SUV sales. If a car is already selling faster than you can make it, no need to advertise. If a car is sitting on a lot and not selling fast enough, time to advertise it.
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kitefighter 11:34PM (3/29/2009)
SUV's are being promoted, not only because they are profitable, or at least were profitiable to the automakers and dealers, but also because the dealers and automakers have excess inventory of them and need to move them to allow room and free up money so dealers will buy the hybrid and smaller more efficient models that are finally in demand in the USA.
as much as we who follow abg are aware of and in demand of these more efficient designs, the general public in the USA seems slow to change.....partly because the money used to promote cars is used to promote cars that are higher profit and/or slow to move off the dealers' lots, but also the general public seems easily drawn to these larger cars, even now. why else would large SUV's be selling at all?
a slow shifting in demand for more efficient cars, is beginning to happen. that along with the fact that there is less new car buying period, because of the higher unemployment and general downturn in our economy.
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