J.D. Power and Associates Report: Online TV Content Effective in Targeting New-Vehicle Buyers

Wireless News
07-06-2008
J.D. Power and Associates Report: Online TV Content Effective in Targeting New-Vehicle Buyers

WIRELESS NEWS-July 6, 2008-J.D. Power and Associates Report: Online TV Content Effective in Targeting New-Vehicle Buyers (C)2008 10Meters - http://www.10meters.com

Online television show content is emerging as an increasingly effective way of reaching new-vehicle buyers, according to the J.D. Power and Associates 2008 Power Auto Online Media Study-Summer, released recently.
The semi-annual study, now in its third year, provides a look at the Internet usage and behavior of new-vehicle buyers and identifies Web sites that most effectively target desirable advertising audiences in terms of reach and scope. J.D. Power and Associates said it is the only study of its kind that consists exclusively of verified new-vehicle buyers.

The study finds that a substantial majority of new-vehicle buyers -- 68 percent -- report going online to find information on television shows, and that the reach of online television show content among new-vehicle buyers has increased by 22 percent since 2007. In addition, television show content is among the top three types of online information consumed by new-vehicle buyers, along with travel-related information (including maps, driving directions and weather reports) and news (including finance and business- related content).

"As the automotive market struggles in the current economy, it becomes even more important for manufacturers and advertisers to effectively target the diminishing number of consumers who are seeking to purchase a new vehicle," said Arianne Walker, director of marketing and media research at J.D. Power and Associates. "J.D. Power and Associates forecasts that fewer than 15 million new vehicles will be sold in 2008, compared with the 16.1 million sold in 2007. As new-vehicle sales shrink, understanding which advertising mediums will provide the best balance of audience reach and composition is absolutely critical. As more new-vehicle buyers seek information regarding television shows on the Web, advertisers can benefit from increasing their focus on this medium."

The study also finds that new-vehicle buyers most frequently visit the following Web sites when searching for television content: CNN.com (with 30 percent reach among new-vehicle buyers); MSNBC (24 percent); ESPN (23 percent); and FOXNews.com (21 percent). Among television network Web sites, ABC is visited most frequently by online users (with 16 percent reach among new-vehicle buyers), followed closely by CBS and NBC (each with 13 percent).

"Television networks are expanding the types of content offerings available on their Web sites to increase their online audience," said Walker. "In particular, television network sites are issuing online broadcasts of archived television shows, which exposes viewers to pre- and post-roll advertising placements."

J.D. Power and Associates is a marketing information services company operating in business sectors including market research, forecasting, performance improvement, training and customer satisfaction.

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