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  • 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