IMMI AD INDEX UPDATE
IMMI Auto Ad Reach Index for Fall Good Predictor of Auto Sales in November
Last month IMMI introduced a series of reach indexes showing how cross platform ads compared in reaching media consumers. Our first reach index was for Autos.
Automotive Index - Three Month Average Aug - Oct. '07
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Drawn from IMMI panel member ad exposure data from August to October, the index sets 100 as average reach for the brand category. Above 120 is above average reach. Below 80 is below average reach compared to the other advertisers in the category.
On December 3rd the auto manufacturers released their November sales figures. Here’s how the reported sales matched up with the brand’s reach index.
Every brand tracked in the study that had a reach below the IMMI 100 average had a down sales month compared to November 2006.
All four brands at the top of the reach list had good sales. Ford is not up, but reversed a 2007 trend.
And comparing top and bottom: Honda, Toyota, and Nissan had good reach and good sales. Saab and Buick had poor reach and miserable sales.
Of course advertising reach is not the whole story here. Many of the brands have strengths and weaknesses affecting sales. Still the correlation is striking.
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