rhiza ratio - super bowl car ads

Rhiza Ratio: Super Bowl Car Ads RHIZA | JANUARY 2015

© 2015 Rhiza

The Rhiza Ratio

The Rhiza Ratio identifies correlations derived from the intersection of large data sets. We release information on varying topics on a monthly basis, with a focus on the junction of consumers and media.

© 2015 Rhiza

Introduction Ahead of the 2015 Super Bowl, we decided to take a closer look at the correlation between auto makers who advertised during the game, their annual market share for new car sales, and those who watched or intended to watch the Super Bowl and had the intention of buying a car within the next six to 12 months. With a significant drop in auto makers purchasing ad time this year, the Rhiza Ratio looked at four auto makers that have advertised consistently during the Super Bowl game between the years of 2010 and 2014.

Using data provided from Polk Retail Registrations (owned by IHS Automotive), the Rhiza Ratio looked at annual market share of new car sales for each auto maker, (Audi, Kia, Hyundai, Volkswagen) and market share by DMA nationwide. This information was cross referenced with viewership of the Super Bowl game by DMA nationwide, provided by Simmons Local (owned by Experian).

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Overview

• Kia, Hyundai and Volkswagen all saw an overall decline in market share between 2012 and 2014.

• Major market share (12.51% - 21.41%) for new vehicles among these four auto makers was in the West and Southeast regions.

• The market share of those who intended to watch the Super Bowl and plan to buy a car within the next six to 12 months was concentrated in middle America and the East coast.

• The Southeast region was among the smallest market share (.16% - 11.77%) of those who watched or intended to watch the Super Bowl and plan to buy a car within the next six to 12 months

© 2015 Rhiza

3.62%

4.95%

5.69%

5.50%

4.83%

4.39%

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

2009 2010 2011 2012 2013 2014

Regi

stra

tion

Shar

e

Year

Hyundai New Sales Market Share (%) Feb-May

Polk%Retail%Registra.ons.%Last%updated%2015901914%based%on%2014911%Polk%retail%registra.ons.

© 2015 Rhiza

2.38%

2.92%

4.26%

4.61%

3.76% 3.90%

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

3.50%

4.00%

4.50%

5.00%

2009 2010 2011 2012 2013 2014

Regi

stra

tion

Shar

e

Year

Kia New Sales Market Share (%) Feb-May


© 2015 Rhiza

2.24%

2.45%

2.67%

2.87%

2.71%

2.27%

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

3.50%

2009 2010 2011 2012 2013 2014

Regi

stra

tion

Shar

e

Year

Volkswagen New Sales Market Share (%) Feb-May


© 2015 Rhiza

0.93%

1.05%

0.97%

1.02% 1.03%

1.18%

0.00%

0.20%

0.40%

0.60%

0.80%

1.00%

1.20%

1.40%

2009 2010 2011 2012 2013 2014

Regi

stra

tion

Shar

e

Year

Audi New Sales Market Share (%) Feb-May


© 2015 Rhiza Polk%Retail%Registra.ons.%Last%updated%2015901914%based%on%2014911%Polk%retail%registra.ons.

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

2009 2010 2011 2012 2013 2014

Regi

stra

tion

Shar

e

Year

Combined: Audi, Hyundai, Kia, Volkswagen – New Sales Market Share (%) Feb-May

Audi Hyundai Kia Volkswagen

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New Sales Market Share by Year (%) Feb-May

2009 2010 2011 2012 2013 2014

Hyundai New Registrations 3.62% 4.95% 5.69% 5.50% 4.83% 4.39%

Kia New Registrations 2.38% 2.92% 4.26% 4.61% 3.76% 3.90%

Volkswagen New Registrations 2.24% 2.45% 2.67% 2.87% 2.71% 2.27%

Audi New Registrations 0.93% 1.05% 0.97% 1.02% 1.03% 1.18%


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Combined: Audi, Hyundai, Kia, Volkswagen – New Sales Market Share (%) Polk Retail Registrations, Feb-May 2014


Primary Geography: DMAs Polk new registrations by dma

13.81% - 21.42% 11.83% - 12.81% 10.30% - 10.83% 8.56% - 9.30% 1.80% - 7.56%

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Hyundai – New Sales Market Share (%) Polk Retail Registrations, Feb-May 2014



6.06% - 9.17% 4.84% - 5.06% 3.90% - 3.84% 3.03% - 2.90% 0.00% - 2.03%

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Kia – New Sales Market Share (%) Polk Retail Registrations, Feb-May 2014



6.00% - 11.13% 4.82% - 5.00% 3.80% - 3.82% 3.08% - 2.80% 0.26% - 2.08%

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Volkswagen – New Sales Market Share (%) Polk Retail Registrations, Feb-May 2014



2.97% - 5.15% 2.51% - 1.97% 1.91% - 1.51% 1.39% - 0.91% 0.22% - 0.39%

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Audi – New Sales Market Share (%) Polk Retail Registrations, Feb-May 2014



1.63% - 2.87% 1.00% - 0.63% 0.72% - 0.00% 0.46% - -0.28% 0.00% - -0.54%

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Watched and Intend to Watch Super Bowl, Plan to buy a Car in 6-12 months Simmons Local, Fall 2013

Data%from%Simmons%Local%Fall%2013%Release.%©%2015%Experian%Informa.on%Solu.ons,%Inc.

Primary Geography: DMAs Simmons local

922,791 - 2,552,485 511,622 - 922,790 287,533 - 511,621 121,731 - 287,532 268 - 121,730

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Watched and Intend to Watch Super Bowl, Plan to buy a Car in 6-12 months (%) Simmons Local, Fall 2013

Data%from%Simmons%Local%Fall%2013%Release.%©%2015%Experian%Informa.on%Solu.ons,%Inc.

Primary Geography: DMAs Simmons local

15.61% - 18.39% 14.64% - 14.61% 13.73% - 13.64% 12.77% - 12.73% 0.16% - 11.77%

© 2015 Rhiza

Attribution

• Polk%Retail%Registra.ons%Last%updated%2015901914%Based%on%2014911%Polk%retail%registra.ons%%

• Data%from%Simmons%Local%Fall%2013%Release.%©2015%Experian%Informa.on%Solu.ons,%Inc.%Date%published%by%provider:%2014907%%Added%to%the%Rhiza%PlaPorm:%2014908919%

rhiza ratio - super bowl car ads

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