With the US Automotive industry spending big bucks on digital advertising, knowing the return on investment is important. A study by a company named Swoop looks at the online visibility of automaker brands as well as individual models and they are publishing the results quarterly.
In the latest report dubbed Automotive Digital Brand Exposure Index – Q2 2016, Swoop found that the Chevrolet Corvette led all other vehicles as the most talked-about and read-about automotive models on the internet.
Swoop claims their findings are a result of extracting brand and model data from their network of automotive sites like Motor Trend to thousands of brand discussion forums and websites. They go on to describe it as an index of what automotive brands have the most buzz.
Like crime stories that lead the 11pm news, news about the Corvette, particularly news on the mid-engine prototype known as Zora has the ability to take over the day’s conversation on automotive websites. And Swoop measures those postings and reader interactions to develop their rankings.
Another part of the index looks at vehicle segments (sportscars, trucks, SUVs) and their “Share of Voice”.
As the Corvette was most visible car overall, it stands to reason that it was also the sportscar with the largest share of visibility in its segment. The Corvette was joined at the top of the list by Mustang and together the two American automotive icons account for 56% share of being the most talked about sports cars.
In a recent “Regular Car Review” that featured the C5 Corvette, the commentator Mr. Regular claims that the Corvette is the most defended car on the internet. Knowing that the Corvette has the most visibility on the web, we know there are plenty of enthusiasts out there ready to support the model at a moment’s notice.
So when you wonder why Chevrolet doesn’t appear to spend many marketing dollars on the Corvette outside of the racing program, now you know why. They don’t need to!