Compete February 2011 Category Data Show Big Gains for Automotive Despite Short Month

Automotive: Traditional Behavioral Category Was up 13.5 Percent

BOSTON, MA–(Marketwire) –  Compete, a Kantar Media company, today released data for February showing that many sites within the Automotive: Traditional behavioral category thrived in February; this is noteworthy because many non-automotive categories and sites declined in February, the shortest month. As a whole, the category climbed 13.5 percent month-over-month (M-O-M) and 27.8 percent year-over-year (Y-O-Y).

Chevrolet.com leads the category, with 3,224,185 UVs in February. It jumped 21.3 percent M-O-M and 87.9 percent Y-O-Y. For context, industry sales were up 27 percent Y-O-Y. Elsewhere across the top five sites in the category, Ford.com, Honda.com and Nissanusa.com each had double-digit UV gains Y-O-Y. Toyota.com was the exception this month; it was down 1.54 percent, reflecting the continued business challenges Toyota is facing.

“The magnitude of the year-over-year changes are solid plusses for a recovering industry,” noted Lincoln Merrihew, managing director of Compete’s Automotive Team. “The gains are driven by more consumer interest in general, evidenced by higher sales, as well as a much greater presence for automotive in advertising in 2011 and notably during this year’s Super Bowl. The GM and Chrysler Group year-over-year results in particular reflect far greater ad spending than in 2010, when they were managing through bankruptcy.”

Among other notable findings for the category:

  • The number six and seven sites in the category, Dodge.com and Chrysler.com, both had impressive increases in monthly unique visitors with 39.9 percent and 63.4 percent, respectively. Chrysler was the category’s top mover for the month, and its gains come on the heels of the much-discussed ads featuring rapper Eminem.
  • Likewise, VW — on the heels of the child Darth Vader campaign — saw its traffic lift 55% Y-O-Y.
  • Two Hyundai corporation brand sites also shined in February — Hyundaiusa.com and Kia.com. Hyundaiusa.com experienced a 48.6 percent lift in monthly traffic, while Kia.com rose 56.1 percent in monthly UVs. As Compete recently reported, the Hyundai Sonata was the “most shopped” vehicle in the industry for seven out of the past nine months, and Kia touted the new Optima during the Super Bowl and during the NBA Slam Dunk contest.

Information regarding aggregate web categories is drawn from the Compete PRO Enterprise edition on Compete.com. For more information on the enterprise offering, please email Lauren Streisfeld at lstreisfeld@compete.com.

uvs automotive category

About Compete
Compete, a Kantar Media company, helps the world’s top brands improve their marketing based on the online behavior of millions of consumers. Leading advertisers, agencies and publishers rely on Compete’s products and services to create engaging online experiences and highly profitable advertising campaigns. Compete’s online panel — the largest in the industry — makes the web as ingrained in marketing as it is in people’s lives. Compete is located in Boston, MA, with offices throughout the U.S. For more information, please visit http://www.compete.com/.

About Kantar Media
Established in more than 50 countries, Kantar Media helps clients master the world’s multimedia momentum through analysis of print, radio, TV, internet, cinema, mobile, social media, and outdoor worldwide. Kantar Media offers a full range of media insights and audience measurement services through its global business sectors — Intelligence, Audiences, TGI and Custom. Kantar Media companies also include Compete, Cymfony and SRDS. Drawing upon the deepest expertise in the industry, Kantar Media tracks more than 3 million brands and delivers insight to more than 22,000 customers worldwide.

www.KantarMediaNA.com/

About Jared DeLuca:
Jared is currently the Associate Digital Marketing Manager at Compete (Millward Brown Digital). He is a graduate of Northeastern University, having achieved his B.A. in Communication Studies. If you like what you read, you can connect with him on Google+, Twitter, or on LinkedIn.