Online video is most effective if the advertiser should draw the attention of a desired audience of buyers of new vehicles - such conclusions are contained in fresh study «Power Auto Online Media Study», released JD Power and Associates. To study in the August-October 2007, polled 12,809 new car buyers.
As it turned out, the Network of the television show looking for 68% of car buyers, with the audience in 2007 grew by 22%. Hence it is an online television content is the most effective way to draw attention to the desired audience for advertisers, underscore the report.
Television content - one of three types of online information, buyers who like new cars. The other two - information about travel (including maps, routes, weather reports) and news (including financial and business news). As it turned out, buyers of new cars most often visited the following sites: CNN.com (him go 30% of the audience); MSNBC (24%); ESPN (23%) and FOXNews.com (21%).
The greatest love of television buyers of cars enjoy TV channel ABC: it is his site visits to 16% of all members of the audience. The second and third place - CBS sites and NBC (each visit 13% of buyers of cars).
About 81% of young buyers of new cars (the so-called Generation X) visit the sites of specific television. Among the representatives of baby Boomer generation did 73% of the respondents. Interestingly, the buyers of expensive cars looking for information on your favorite network TV even more often than the audience at large - an average of 8% more often.
If buyers of new cars divided into groups depending on how they got the car, it turns out that information online about favorite TV are looking for 79% of car buyers «secondary» size, 76% of buyers jeeps and 75% of the buyers of expensive off-road.
«Buyers of cars more expensive brands are using digital recorders to record TV series - they have 49% of all buyers of new cars. And the vast majority of these people (97%) «dissipate» TV commercials when watching recorded series », - underlines Arianna Walker (Arianne Walker), director of marketing and media research JD Power and Associates. However, advertisers do not despair. Fortunately, these people are looking for television content on the Web. This allows advertisers an alternative to the audience the opportunity to communicate their messages.
J.D. Power and Associates predict that in 2008 the U.S. will be sold less than 15 million new cars - less than the 16.1 million sold in 2007. In this regard, for marketers, which is the promotion of new cars, it becomes especially important effective targeting of potential buyers. Study J.D. Power is key to what sites worth a look for the audience.