Ford was recognized for its successful ad campaigns embedding MPG messaging across most of their creatives from product launches to sales events. This effort coupled with campaigns featuring real people helped significantly increase positive consumer opinions and purchase consideration for the brand.  Ford’s ad campaigns also helped drive positive online sentiment, with 3 in 10 green-themed online discussions reflecting favorably on Ford.

The Nielsen Automotive Green Marketer of the Year Award recognizes the brand that made the greatest strides in gaining consumer awareness and positively shifting consumer perceptions for the automotive industry’s environmentally friendly initiatives. Other finalists for the award included Chevrolet, Ford, Honda, Toyota and Hyundai.

Methodology
To determine the finalists and winner, Nielsen leveraged three research studies to incorporate awareness levels and perceptions across media types. The studies included:

• A custom survey of nearly 7,000 consumers’ cross-media awareness and perceptions of environmental messages by automotive brand

• Response data from 2.5 million viewers of national television advertising collected by Nielsen’s ad effectiveness measurements service, focusing on green automotive ads

• Measuring social media “buzz” sentiment within green-related discussion threads

Auto manufacturers that ran any national TV ads with “green” themes between October 2010 and September 2011 were eligible for consideration.

Ford won the first-ever Nielsen Automotive Green Marketer of the Year award at a presentation at the Los Angeles International Auto Show. The award recognized the brand that made the greatest strides in gaining consumer awareness and positively shifting consumer perceptions for their environmentally friendly marketing initiatives.

Ford has built significant awareness over the past year around their hybrid vehicles and fuel-efficient cars with key campaigns for Fiesta and Fusion Hybrid, as well as their Drive One 2.0 brand ads featuring hybrids and miles-per-gallon (MPG) related ads. In addition, Ford’s official sponsorship of Fox’s reality show American Idol, which put specific emphasis on the hybrid offerings, has helped drive increased awareness of their green message among millions of people every week. Last season, American Idol’s popular Ford Music Video Challenge, in which exclusive Ford music videos aired each week, featured the Fusion Hybrid and Escape Hybrid, successfully grabbing the attention of consumers. Meanwhile, the company continued to break ground in social media with the launch of new apps aimed at expanding its reach to a new class of prospective car-buyers.

“The Automotive Green Marketer of the Year award is not just about great creative, although we all know that’s a crucial element of any effective ad campaign,” said Lois Miller, President, Nielsen Automotive. “However, this is bigger than one creative. This award is for the auto marketer who was most effective at leveraging its brand to further the ‘green’ movement and create positive awareness for all the auto industry is doing to drive fuel-efficiency and eco-friendly practices. This was best exemplified by Ford.”

To determine the finalists and winner of the Automotive Green Marketer of the Year, Nielsen leveraged three research studies – a cross-media survey of nearly 7,000 U.S. consumers, and separate analyses of data on TV advertising effectiveness and social media “buzz.” These three studies were then analyzed to understand awareness levels and perceptions for ‘green’ auto marketing across media types. Auto manufacturers that ran any national TV ads with “green” themes between October 2009 and September 2010 were eligible for consideration.

Nielsen research found:

• 85% of consumers said they recalled seeing a ‘green’ auto ad recently and, on average across the 23 brands measured, 67% of consumers said they had a more positive opinion of green marketing after seeing the ad.

• Further to that, 41% of consumers said the ad increased their consideration to buy the featured vehicle.

• Green auto ads resonated better than the average auto ad with 12% higher Message Recall, the percentage in which a viewer can recall an ad, the brand or vehicle featured in the ad, and the green message conveyed.

• Among nearly 60,000 social media messages analyzed for auto brands, consumers view their green auto marketing efforts in a favorable light with 12 times more positive “buzz” than negative.

To determine the finalists and winner, Nielsen leveraged three research studies to incorporate awareness levels and perceptions across media types. The studies included:

• A custom survey of nearly 7,000 consumers’ cross-media awareness and perceptions of environmental messages by automotive brand
• Response data from 2.5 million viewers of national television advertising collected by Nielsen’s ad effectiveness measurements service, focusing on green automotive ads
• Measuring social media “buzz” sentiment within green-related discussion threads

The results showed that consumers have definite high awareness of environmentally friendly ad campaigns, with eight in 10 consumers in the cross-media awareness survey reporting seeing “green” auto ads recently. Also notable is the generally positive nature of discussion surrounding green topics for auto brands in consumer-generated media (CGM). Less than 1 percent of discussion was negative on average. This is also reflected in the number of consumers who said green ads shift their opinion of the brand, with two-thirds saying their opinion was more positive after seeing these ads.

“We have seen a heightened awareness among consumers for environmental initiatives in the auto sector,” said Lois Miller, President of Nielsen Automotive. “The key benefit is that with this awareness is also a more positive view of the brand and ultimately, this can help auto manufacturers reach consumers that may not have considered their brand before.”

The U.S. market, which faced six straight quarters of declines in ad spending, has seen a turnaround in 2010. In total, advertisers spent an estimated $54 billion during the first half of 2010. The increase in U.S. advertising reflects a modest improvement in U.S. consumer confidence in the first half of the year, as advertisers look to highlight value deals and increase promotions in the hopes of spurring consumer spending.

However, with confidence still well below pre-recessionary levels, automotive was one of only a few bright spots in the top 10 product category ad spending.

Overall, there was a 3 percent increase in the top 10 product categories, with the largest growth by far seen in automotive (+27%) and auto insurance (+23%). The automotive advertising was driven largely by increased spending by General Motors which was up 73% over 1H09. Ford and Toyota also grew their ad spending by 15% and 22% respectively. An increase of 82% for UAW Health Care Trust contributed to the first half growth in the auto insurance category. All other categories, except department stores (+5%) and restaurants (+2%) showed declines in the first six months of the year.

“Not surprisingly, auto ad spending is closely tied to auto sales given that those sales dollars enable increased marketing expenditures,” said Sallie Hirsch, SVP of Research for Nielsen’s automotive unit. “Last year was abysmal for the auto industry as economic factors drove down sales to very low levels. Now that we’re seeing an improvement in the market and consumers are more willing to open their wallets, car sales have started to rebound and that’s what’s driving the increase in ad spending for 2010.”

Looking at ad spending across media types, U.S. television (network, cable, syndication, spot, Spanish Language network and Spanish Language cable) continues to dominate, accounting for $33.8 billion in advertising during the 1H10, a 6 percent increase over last year. Spanish language network TV and Cable TV in particular saw the biggest gains, up 24 percent and 13 percent respectively over 1H09.

Print media overall (national and local magazines, newspapers, Sunday supplements and B2B) was flat, however, national Sunday supplements received a significant uptick with 21.6 percent growth over last year. National newspapers were also up 10.8 percent. Alternatively, B2B and local Sunday supplements declined 19.2 percent and 12.1 percent respectively.

According to data from Nielsen’s People Meter sample fused with the respondents of MRI’s Survey of the American Consumer, NASCAR race viewers in Q1′09 were more likely than the average consumer to drive American:

• Drivers of Chevrolet, sponsor of Tony Stewart and Hendrick Motorsports, had 70% higher ratings compared to the composite.
• Drivers of Ford, who sponsors one of NASCAR’s brightest stars in Carl Edwards, had 64% higher ratings.
• Drivers of Dodge, which is now partially owned by a Fiat, is still considered by many an American car, and had 59% higher ratings.

It should be no surprise that NASCAR’s racing teams work closely with the automakers not just under the hood, but also on ways to increase sponsorship visibility - including car signage, uniform apparel, and training the drivers to weave in audio mentions to their interviews – all in hopes of moving the needle when their fans head out to their local car dealership.

As the Big Three American automakers attempt to change public perception and get their cars back on the right track, NASCAR may be the best sponsorship vehicle.

Some insights on the Insight

The 2010 Honda Insight is having a tough time breaking out of the Prius’ shadow as the majority of consumers often compare the two vehicles. However, keep in mind that the Honda Insight just came on the market in March 2009 while the Toyota Prius has been around for roughly 10 years. Buzz generated by the Insight’s release in March was no comparison to the attention it gained at the Paris & Detroit Auto Shows.

Shoppers, Buyers and Rejecters are turning to Twitter to tweet about their intentions and experiences. Thus far, the 2010 Honda Insight is outpacing both the 2010 Prius and 2010 Ford Fusion on Twitter.

Which hybrid has the most “positive” charge?

2010 Honda Insight online discussion is driven primarily by comparisons to the Toyota Prius. Price is frequently referenced as the Insight’s selling point; however, some do not feel that the difference in price makes up for the Insight’s lower MPG rate (compared to the 2010 Prius) or perceived lack of features. When diving into the topics surrounding the conversations around the Insight and Prius to gauge sentiment, the Insight created a more polarized view.

If consumers regularly evaluate the Insight as a potential “Prius Killer,” the Insight may fail to emerge with a unique reputation, divorced from the Prius. The perception that the design of the Insight is too similar to that of the Prius highlights the belief that the Prius is the gold standard to which all other hybrids must aspire. Insight and future hybrid cars will have to keep an eye not only on the road, but also the web to help shape the conversations of the new breed of hybrid shopper.

The automaker took home the prize for Most Effective Auto Ad of the Year for its spot featuring several real-life women test-driving a Ford Focus for the first time. Other winners included Lexus for Most Effective Green Ad of the Year and Volkswagen for Most Effective Sales Event Campaign of the Year.

Winning ads were determined by results from Nielsen IAG’s 2.5+ million viewer panel measuring the recall and likeability of the ads.

In the past year, Nissan N.A. and Ford Motor Co. Web sites are showing signs of increased consumer interest as evidenced by comparing the unique visitors from January 2008 to January 2009. In terms of year-over-year growth in site visitors, Nissan N.A. saw an increase of 14% while Ford Motor Co. showed a 9% increase. Chrysler LLC experienced the steepest decline in site traffic at 26% followed by General Motors (-17%), Toyota Motor Sales (-11%) and Honda Motor Co. (-5%).

In January 2008, visitors to Chrysler LLC sites also visited or overlapped with General Motors sites (24%) followed by Ford Motor Co. (22%), Honda Motor Co. (15%), Toyota Motor Sales (14%) and Nissan N.A. (9%) sites. The overlap landscape has significantly changed for Chrysler in January 2009 as General Motors and Ford Motor Co. are the only automakers to be cross-shopped with 16% and 3% respectively. Further analysis of online discussion reveals that consumer confidence toward Chrysler’s products, leadership and future viability is decreasing, which poses a threat to potential sales.

Interestingly, Ford is showing signs of becoming a stronger competitor to Toyota, Nissan and Honda, while having less audience overlap with Chrysler and General Motors. In January 2008, roughly 15% of consumers that visited a Toyota Motor Sales site also went to a Ford Motor Co. site, while in January 2009 this rose to 20%. Nissan N.A. sites witnessed a similar overlap increase from 20% to 27% with Ford Motor Co.

Is this change in consumer behavior due to Ford’s improved products, a sign of consumer confidence that Ford refused to receive any government bailout money, or both? Online discussion is indicating that Ford’s strong leadership and refusal of bailout money is giving them the competitive advantage over Chrysler and General Motors. As the threat of bankruptcy grows stronger for General Motors and Chrysler, it is my hypothesis that Ford will continue to benefit from their decision to refuse government aid both in terms of site traffic as well as sentiment of online discussion.

Greenville, SC and Greensboro, NC maintained their spots as the top DMAs for this year’s race, scoring 21.2 and 19.9 ratings, respectively. Dayton, OH surged to the #3 spot with an 18.0 rating.

 2009 DAYTONA 500: TOP-10 LOCAL DMA RATINGS

At its peak (5:48pm ET), the race scored a 10.5 HH rating, with 18.1 million viewers tuning in. According to Repucom International, which provides exclusive integration of Nielsen data in measuring brand exposure in sports telecasts, those 18.1 million viewers were exposed to the following brands within the next 30 seconds: AAA, Red Bull, Red Bull Cola, Toyota, Sprint, Sunoco, 3M, Fedex, Goodyear, Taco Bell, EA Sports, Dodge, and Chevrolet.

As a sport tied so directly to sponsorships and the struggling auto industry, NASCAR offered a steady dose of positive exposure for American car companies. According to Repucom, Chevrolet and Ford had the most brand exposures during FOX’s telecast, combining for 419 exposures and a total of almost 30 minutes. AT&T had the third-most exposure time at almost 14 minutes. More extraordinary, those 14 minutes were an accumulation of just 36 exposures – meaning AT&T enjoyed an impressive average of 23 seconds per exposure.

2009 DAYTONA 500: TOP-10 BRAND EXPOSURES

The automotive industry has witnessed an extremely volatile and game-changing 2008. With Ford, BMW, Honda, Toyota and Volkswagen leading the way, here is a look at the top 25 automotive brands that consumers discussed online in 2008 relative to all online discussion.