Dodge, Chevrolet, and Ford -- lead the automotive sector in advertising
by Ted Marzilli in BrandIndex News and Consumer
Tue December 18, 2012 7:53 p.m. PST
Three American car brands – Dodge, Chevrolet, and Ford -- lead the automotive sector in advertising awareness with potential US car buyers over the past four weeks.
Dodge ads introducing a second comical series of “New Rules” spots for its 2013 Dart sedan in November, including “How to Test Your Car for Fun,” “How to Make a Great Car Interior” and “How to Make a Car for an Unsafe World.” 39% of U.S. near-term car buyers say that have seen recent advertising from Dodge.
Chevrolet came in second with a score of 36%. The brand began two partnerships over the past few weeks: one with Live Nation this month promoting its Sonic subcompact vehicle, and another with millennial-focused social media platform Dailybreak.com offering a chance to win a new Cruze, Sonic or Spark.
At the end of November, Ford launched a new African-America-directed campaign across TV, web and radio for its redesigned Fusion sedan, starring actor Andre Royo’s of HBO’s “The Wire.” Ford had already begun its Fusion unveil earlier in the month, altogether bringing its ad awareness to 36% as well.
The auto brands rounding out the top ten in ad awareness with potential car buyers over the past month are: Lexus (36%), Toyota (33%), General Motors (28%), Volkswagen (28%), Fiat (28%), Mercedes Benz (27%), and Honda (26%).
27 automobile brands sold in the U.S. were measured with YouGov BrandIndex’s Ad Awareness score which asks respondents: “Which of the following brands have you seen an advertisement for in the past two weeks?” Results were filtered for adults 18+ who plan to purchase a new car in the next six months, and compiled on a four-week moving average.