28 Ianuarie 2010
Car brands with the strongest media presence
Dacia has been the brand with the most powerful media presence in 2009, followed by Renault, Ford, Volkswagen, BMW, Mercedes, Audi, Opel, Toyota and Ferrari, according to an analysis carried out by Mediafax.
The print media accounted for the biggest share of car brands’ overall media presence – 60%, beating the other two traditional channels, TV and radio.
Dacia took the first spot with 11% of total mentions.
Dacia (10,9%), Renault (8,3%), Ford (6,7%), Volkswagen (6,3%), BMW (4,8%), Mercedes (4,7%), Audi (4,4%), Opel (4%), Toyota (3,8%), Ferrari (3,6%), took a collective 57.5% of total mentions, and the remaining 47.3% are shared by other 34 car brands.
Broken down by media channels, print generates the highest number of mentions. Compared to radio and TV, the print accounts for 60-89% of total mentions. The biggest share is recorded by Audi – 89% of mentions in the print medium.
TV medium accounts for 8-27% of total number of mentions of a car brand, while radio takes 3-18%.
Dacia had 27% of total mentions in the TV channel – 27%, while Ferrari had 18% on radio.
Mediafax analyzed 46,000 mentions of 44 car brands during January 1 – December 31, 2009. 152 national publications have been monitored (dailies, weeklies, bi-monthly, and monthly), 12 TV channels and 8 radio channels.
Dacia took the first spot with 11% of total mentions.
Dacia (10,9%), Renault (8,3%), Ford (6,7%), Volkswagen (6,3%), BMW (4,8%), Mercedes (4,7%), Audi (4,4%), Opel (4%), Toyota (3,8%), Ferrari (3,6%), took a collective 57.5% of total mentions, and the remaining 47.3% are shared by other 34 car brands.
Broken down by media channels, print generates the highest number of mentions. Compared to radio and TV, the print accounts for 60-89% of total mentions. The biggest share is recorded by Audi – 89% of mentions in the print medium.
TV medium accounts for 8-27% of total number of mentions of a car brand, while radio takes 3-18%.
Dacia had 27% of total mentions in the TV channel – 27%, while Ferrari had 18% on radio.
Mediafax analyzed 46,000 mentions of 44 car brands during January 1 – December 31, 2009. 152 national publications have been monitored (dailies, weeklies, bi-monthly, and monthly), 12 TV channels and 8 radio channels.