Video Sharing Websites Increasing Media Value for Hybrids & EVs

SITUATION:

  • Video shar­ing web­sites such as Dai­ly Motion and YouTube are gen­er­at­ing largest share of media val­ue for hybrids and elec­tric vehi­cles, accord­ing to GenSent Insight’s Green Vehi­cles report for 2013.
  • For gen­er­at­ing what GenSent Insight defines as Online Impact Media Val­ue, video shar­ing account­ed for $13.2M, or 42%, of total media val­ue of $31.8M for the 10 vehi­cles tracked in report. These video share sites are yield­ing tens of thou­sands of videos for those search­ing for these types of vehi­cle mod­els.
  • News Media cat­e­go­ry gen­er­at­ed $9.6 mil­lion (30%) and Twit­ter $7.5 mil­lion (24%) of media val­ue in the study.
  • Lead­ing brand over­all was Toy­ota Prius which gen­er­at­ed $14.5 mil­lion of total media val­ue for 2013 – more than three times next clos­est vehi­cle, the Hon­da Fit at $4.5 mil­lion.
  • Chevro­let Volt was third with $3.1 mil­lion, fol­lowed close­ly by Tes­la Motors at $3.0 mil­lion and Hon­da Insight with $2.9 mil­lion.
  • Brands dif­fered notice­ably in chan­nels on which buzz was gen­er­at­ed. Hon­da Insight and Fit strong­ly influ­enced by video shar­ing web­sites, Nis­san Leaf gen­er­at­ed 94% of its val­ue from Twit­ter.

SIGNIFICANCE:

  • The more expen­sive brands, Cadil­lac ELR and Tes­la Motors, both gen­er­at­ed 72% of their val­ue from News Media sources. These dif­fer­ences are attrib­uted pri­mar­i­ly to age of cur­rent and poten­tial own­ers with Hon­da and Nis­san trend­ing younger than Cadil­lac and Tes­la.
  • Cadil­lac ELR gen­er­at­ed $1.2 mil­lion in media val­ue over a five day peri­od in Jan­u­ary 2013 – although not avail­able until 2014, it has gen­er­at­ed sub­stan­tial prelaunch buzz with total media val­ue of $1.6 mil­lion so far.
  • GenSent Insight’s research method­ol­o­gy mea­sures pur­chase equiv­a­lent val­ue of brand’s expo­sure as deter­mined by sen­ti­ment, fre­quen­cy, and expo­sure of news men­tions and social dia­logue.
  • Mea­sures brand’s reach by plac­ing dol­lar val­ue on over­all lev­el of dis­cus­sions for spe­cif­ic peri­od of time. GenSent Insight lever­ages Gen­er­al Sentiment’s pro­pri­etary nat­ur­al lan­guage pro­cess­ing tech­nol­o­gy to pro­duce in-depth, tar­get­ed indus­try reports.
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