Bon Jovi and Saturn: A Good Match?

Written by Matt Wainwright (contact - e-mail) -- June 13th, 2008 | Share - Save - E-mail

Which can you better recall: the model name of Saturn’s sport sedan or the lyrics to Bon Jovi’s Livin’ on a Prayer? Troy Clarke, President of GM North America, is guessing that you probably know more about Tommy and Gina than the 2008 Saturn Aura. Clarke concedes that Saturn has a “basic awareness problem” and that it is time to rethink the brand so that it becomes as memorable as a hit Bon Jovi song.

Saturn has sponsored Bon Jovi in the past and on April 4th they announce that Saturn would again sponsor the Jersey boys’ upcoming Lost Highway world tour. But does the Saturn brand resonate with Bon Jovi fans? Using Compete’s BehaviorMatch™ product, we can determine which automotive sites attracted the highest concentration of Bon Jovi fans—defined as people visiting or searching for Bon Jovi-related content—last April.

The good news is that with an index of 306, saturn.com attracted an above average concentration of Bon Jovi fans. However, they were number 7 on the list of automotive websites while lexus.com earned and index of 671. Meanwhile, toyota.com attracted the highest number of fans and with toyotafinancial.com indexing highly, it would appear that many of these fans are also Toyota owners.

What additional sponsorship opportunities might Saturn consider? To answer this, we examined which touring acts best attracted Saturn prospects and stood to benefit from the segment’s attendance.

John Mellencamp’s site, mellencamp.com attracted the highest concentration of Saturn prospects by a large margin. Were each of these prospects to purchase a ticket at the median price they would contribute $74,000 in touring revenue. However, that figure would be about $233,000 for the Lost Highway tour, which would go a long way to help out Tommy and Gina while giving the Aura and other Saturn cars a recognizable boost.

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Comments

1. Ling
   June 14th, 2008 at 3:03 am

   Wouldn’t this kind of logic be more accurate if you considered which existing Saturn owners are visiting which bands? Besides, there could be other factors in the mix, like maybe Bon Jovi fans are also hybrid fans?

2. Ryan
   June 14th, 2008 at 3:35 pm

   Man this is stupid who ever made this up there dumb

3. ryan
   June 14th, 2008 at 11:22 pm

   you are stupid to!

4. Ryan S.
   June 17th, 2008 at 9:51 pm

   I love that Ryan said that the person who made up this up is stupid by saying “there dumb”…hmmm

5. Cable Ties
   June 23rd, 2008 at 6:19 am

   i am big fan of jovi, thank for the information

6. Richie Sambora
   June 24th, 2008 at 8:20 am

   i heard bon jovi will come in europe in lost highway tour.is it true?

7. David
   July 6th, 2008 at 3:18 am

   Bon Jovi puts on a great concert, went and saw him live last year, Bon Jovi will be performing in Boston 7/9/08 and New York at Madison Square Garden on 7/14

   David

8. dave
   July 10th, 2008 at 12:35 pm

   saw Bon Jovi last night,in Boston was a wicked pissa show.Richie Sambora was right on the money and what can ya say about jon himself perfect.Great time for all.

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