Analysis released today by Kantar Media’s automotive evaluation team reveals that Audi’s new TT was the most mentioned model at the 2014 Geneva International Motor Show within both online news and blogs (6.04% of mentions) and social media (4.36%). The Ferrari California T took second place, with 5.96% of mentions in online news and blogs and 3% in social media.
In general, performance and luxury cars proved to be the most popular exhibits for social media users. The Honda Civic Type-R Concept took third place with 2.25% of mentions, while the McLaren 650S ranked fourth with 2.10% and the Lamborghini Huracan made fifth place with 1.67%.
Online news and blogs however focused on the new generation of small city cars that were unveiled at the show, with four of these ranking within the top ten models. Peugeot’s 108 took fourth place in the overall ranking for online news and blogs with a score of 4.45%, closely followed by the Renault Twingo with 4.12%. The Citroen C1 and Toyota AYGO took seventh and tenth place with 3.79% and 3.11% respectively. Peugeot’s 308 took eighth (3.38%) after being crowned European Car of the Year.
“Geneva delivered its traditional panoply of automotive stars in the form of several high-profile performance and luxury exhibits,” said Simon Hughes, Head of Automotive Insight at Kantar Media Intelligence. “These models were particularly popular on social media, where car enthusiasts and interested observers were captivated by design, status and prestige. It is interesting to contrast this with the ‘small car show’ focus of journalists and bloggers. But whatever the trend, the key for manufacturers is to spot, in real-time, what is being discussed online and analyse what it means for their brand.”
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Methodology: Kantar Media’s analysis is based on volumes of articles or posts from one month before the first press day (February 4th, 2014) to the end of the second press day (March 5th, 2014) in English, French, German, Italian and Spanish.
Sources for online news are key global media outlets and blogs tracked by Kantar Media using the Autotracker online analysis tool. Sources for social media coverage included Twitter, Facebook, forum posts and comments of video sites including YouTube. All articles or posts must discuss or tag the show, be that “Salon international de l’automobile Genève”, “Geneva motor show”, #SIAG or other linguistic variants.