verticals:autos

BIGresearch analyzes the media options, by daypart, that would help Chrysler to best reach its target audience.

Editor's Note: The following information is derived from BIGresearch Simultaneous Media Survey, which is done twice per year with a sample of N=15,000 per survey. The survey is conducted online and is a representative sample. BIGresearch surveys have a four-year history in making accurate predictions. BIGresearch data has been established by independent third parties to be predictive of automotive sales at the national level (R2. 95) three months in advance.

In the first installment of our new regular feature for Driving Interactive, BIGresearch presented insight into market share for consumers planning to buy a new BMW vehicle in the next six months. This month we focus on the CHRYSLER brand.

Let me refresh your memory of what we do here at BIGresearch: every month we track -- in our syndicated survey, Consumer Intentions and Actions 8000 -- automobile purchase intenders. We determine automobile market share each month by comparing the percentage of people who own a car (for example, Chrysler, which came in at 5.0 percent this month), and people who selected that vehicle as a first choice (Chrysler was 1.7 percent) and second choice (2.7 percent).

The first and second choices are averaged and compared to present ownership of a Chrysler 5.0 percent). Therefore, for Chrysler, there was a decrease of 2.8 percent for June.

Locating customers for your brand
The SIMM, or simultaneous media usage, study tracks automobile purchase intentions over the next six months and ties the intenders' brand purchase intentions to their styles of media consumption by daypart. This allows media planners to reach (in this case) Chrysler purchase intenders, by their various media in use, by the media most influential on their brand decision and by which media synergies (working together) are the best to reach the Chrysler purchase intender. 

Engaging the customer
Chrysler prospective buyers, as with most car brands, have a distinct profile regarding which media are most influential on their purchase decision. Our research shows that the following media affect the prospective Chrysler buyer most:

The right media options
Once the contribution of each medium has been established, we can look at the percentage of prospective customers who plan to buy, as well as examine the make of a car that is driven most often across eight media consumption clusters, developed by BIGresearch. These eight clusters each reflect a style of media consumption, based on three key metrics: experiential time spent with the media, simultaneous media in use and the influential media used on purchase decisions.

1. Old school: High mass media (TV, magazines, newspaper) influence and low search media (online). Average overall media consumption and simultaneous usage.
2. Active explorers: High promotion (inserts, coupons, direct) and search media influence. Average media consumption.
3. New mediacs: Low mass media and promotional media influence. High electronics media consumption. Low print consumption.
4. Simultaneous readers: Average overall media influence. High network simultaneous usage. High print consumption.
5. Independents: Average search media influence. Low media consumption.
6. Ravenous: High overall media influence. High network, print and electronic consumption.
7. Persuadables: High mass and search media influence. Average promotional media influence.
8. Opportunity minded: High promotional influence. Average to low media consumption.

For Chrysler, our analysis shows the largest number of prospects are in the Independents and the Open minded categories. Therefore, Chrysler's media efforts should be primarily created and directed to target these markets.

The following is a description of the clusters by their media consumption, giving us a general profile of our target prospect's media habits.

What is the make of the car, truck or SUV you drive most often?

Source: BIGresearch, 2006

If planning to buy a vehicle in the next six months; what make of vehicle are you considering (1st choice)?

Source: BIGresearch, 2006

If planning to buy a vehicle in the next six months; what make of vehicle are you considering (2nd choice)?

Source: BIGresearch, 2006

The media plan
Our recommended media plan is based on dayparts, which means that during each period of time, there are particular formats that dominate prospective customer media usage. For instance, during the 6 a.m. to 10 a.m. time period, prospective customers are engaged with Radio/Online, which means these two media are typically used simultaneously, with Radio as the primary medium and Online as the secondary. The same is true with TV/Online and Read and Send Email.

Chrysler prospects are very involved equally with new media as well as traditional media. However, it is a staple as a background to other media in use, which means TV should not be bought as a primary media, but rather for its synergy with other media. Therefore a TV ad can be utilized as 15-second driver to online, and email can reinforce the TV advertising.

Source: BIGresearch

Joe Pilotta is vice president of BIGresearch, and a professor at Ohio State University, School of Communications. Read his full bio.