|
 |
 |
 |
|
- 54% of ESPN.com users intend to purchase an auto in the next year.
- Over one-third (36%) of ESPN.com users reported that within the
past 12 months, they worked on personal automotive care.
|
|
Which of the following will you consider purchasing within
the next 12 months? |
|
|
|
|
| @plan, Summer 2003 |
| ESPN.com users shopped online for auto information in the last 6 months |
|
|
|
|
|
ESPN.com
|
% Comp |
Index
|
| Auto Loans |
5.9 |
167 |
 |
| New Automobiles |
23.2 |
144 |
|
| Auto Insurance |
13.2 |
141 |
|
| Used Automobiles |
18.8
|
142 |
|
| Automobile Parts |
12.8 |
129 |
|
|
Auto Advertising Effectiveness on ESPN.com
Dynamic Logic, June 2003
|
- Auto advertisers on ESPN.com get an 7% lift in brand awareness
on average, compared to 5% on other websites.
- Auto advertisers on ESPN.com get a 65% lift in sponsorship
association on average, compared to 61% on other websites
- Auto advertisers on ESPN.com get a 8% lift in brand favorability
on average, compared to 2% on other websites.
|
The Competition
@plan, Summer 2003
|
ESPN.com is the #1 Sports site on the web to reach car shoppers and buyers
|
|
|
|
| Adults who will buy a car in the next 6 months |
|
|
|
|
|
|
Content Sites
|
% Reach |
Reach Online |
| ESPN.com |
11.5 |
2,433,513 |
|
| Yahoo! Sports |
5.6 |
1,188,851 |
|
| SI.com |
5.2 |
1,100,741 |
|
| CBS SportsLine.com |
4.9 |
1,030,753 |
|
| AOL.com Sports |
3.6 |
767,418 |
|
| Lycos Fox Sports |
2.6 |
558,017 |
|
|
|
| Adults who shopped online for a vehicle in the last 6 months |
|
|
|
|
|
|
| Content Sites |
% Reach |
Reach Online |
| ESPN.com |
14.7 |
4,547,905 |
|
|
| Yahoo! Sports |
8.1 |
2,497,006 |
|
|
| SI.com |
8 |
2,465,299 |
|
|
| CBS SportsLine.com |
6.3 |
1,942,734 |
|
| AOL.com Sports |
3.2 |
992,058 |
|
|
| Lycos Fox Sports |
2.9 |
891,788 |
|
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