Analysis released by Kantar Media's automotive evaluation
team following the Paris Motor Show 2012 shows that Peugeot
was the most discussed manufacturer around the event. It
overtook Volkswagen, which held the top position at the Geneva
Motor Show in March this year. Peugeot was referenced in 6
percent of social media and 6.3 percent of online
news, compared to Volkswagen, which scored 4.9 percent in
social media and 6.1 percent in online news.
- 80k online news articles analysed
- 190k posts on blogs, Twitter, Facebook and YouTube analysed
Peugeot discussions centred round its Le Mans-inspired Onyx
Concept, its new 208 GTI/XY Concept and its fluorescent yellow
2008 Concept. However, the unveiling of the VW Golf MkVII and
GTI Concept made the Golf the single most talked about vehicle at
the show across all online sources.
Exhibiting at the major motor shows is only one part of the
equation; how brands communicate their offerings is also critical.
They need to know how well their message has been received by
consumers, which requires almost real-time monitoring of social
media, consumer discussion groups, online news sites and other
media that influence consumer opinion. It's interesting to see
Peugeot taking the lead from Volkswagen, potentially
benefiting from a 'home' event. At the same time, the VW Golf
proved its enduring appeal.
Kantar Media analysed 80,000 online news articles about the show
between 5th September and 10th October. Its social media
analysis monitored 190,000 discussions and blog posts on blogs,
Twitter, Facebook and YouTube. Research was across English,
French, German, Italian, Spanish and Russian websites and looked
for references to the Paris Motor Show in the text to ensure the
results were show-specific.
You can read more on the Automotive News Europe website.