Tom Lucido

2014 Super Bowl Top-Line Analysis (Jan 19th – Feb 7th)

The 2014 Super Bowl is now ten days past, so it’s a great time to gauge the top-performing advertisers based not only on pre-week and Super Bowl Sunday performance, but also post-week lift. As a result of the game’s vast reach, it has become a very attractive and expensive opportunity for companies to market their product(s). Based upon this significant investment (4 million dollars per 30 second in-game spot), and the importance of its return, Millward Brown Digital conducted a top-line analysis to measure the impact the advertising had on visitation to each company’s brand site. This is the second annual installment of this analysis – for the 2013 results – click here.

One Year Later: Insights into Nissan’s 10% Market Share Goal

In Q4 2011, Nissan CEO Carlos Ghosn proclaimed that the automaker wants 10% of U.S. sales within three years (i.e., by Q4 2014). In this analysis, Compete assesses Nissan’s progress through March 2013 to reveal successes and shortfalls, as well as opportunities to improve sales.

U.S. Auto Industry: 2012 in Review

2012 was a year of recovery for the U.S. auto industry. Sales reached a post-recession high 14.4 million units, the best performance in 5 years and up 13% over 2011. At the same time Japanese manufacturers, reeling a year ago with post-tsunami inventory shortages came storming back to post 20%+ sales gains in 2012. Lastly, GM and Chrysler began to shed their bankruptcy status, with Chrysler especially posting solid sales gains…

Super Bowl ’13: If It Wasn’t For Chrysler, Nothing Would Beat An Astronaut

Each year, the Super Bowl attracts a significant audience that is not limited to any one specific demographic. As a result of its vast reach, it has become a very attractive and expensive opportunity for companies to market their product(s). Based upon this significant investment (approximately 4 million dollars per 30 second in-game spot), and the importance of its return, Compete conducted a top-line analysis…

2013 Super Bowl Pre-Game Analysis

Image from: Superbowl / Shutterstock Each year, the Super Bowl attracts a significant audience that is not limited to any one specific demographic.  As a result of its vast reach, it has become a very attractive and expensive opportunity for companies to market their product(s).  Based upon this significant investment (near 4 million dollars per 30 second in-game spot), and the importance of its return, Kantar Media Compete conducted a

Free Report: Which Brand Will be Crowned the “King of Luxury”?

Image from: noktahhitam Who will be Crowned “King of Luxury”? Sales volumes to date reinforce that Mercedes-Benz and BMW will be in a tight race for the 2012 U.S. luxury-vehicle sales crown. Less clear is how Mercedes-Benz and BMW are driving sales, and how susceptible each brand is to losing sales to other rivals, such as Lexus. This white paper will provide an overview of the luxury car market for the

At what price can the pace be sustained? Insights into Nissan’s 10% Market Share Goal

Beginning in the 4th quarter of 2011, Nissan’s CEO Carlos Ghosn has proclaimed that the automaker will seek to hold at least 10 percent of U.S. sales nationally (and in every major region of the country) within three years. A leading reason for Ghosn’s aggressive forecast is the momentum that the brand hopes to receive from multiple upcoming launches (e.g., Altima, Sentra, Pathfinder, and JX). To provide further credence to

Free Report: U.S. Auto Industry: 2011 in Review

Image from: Eric Broder Van Dyke / Shutterstock 2011 was a dynamic year for the U.S. automotive industry led by an increase in demand for new vehicles that resulted in a market-wide sales increase for the second consecutive year. In this special analysis, Kantar Media Compete will investigate several of these key 2011 storylines at a market-wide, make, and model level. Download this free whitepaper and you’ll learn: – At

Insights into Fiat 500′s below Expectation Sales Performance

Throughout the last month, Fiat has experienced its share of tumultuous news. It began with a third quarter financial report that stated how Fiat (excluding Chrysler) lost $285 million in global profit while the brand it rescued, Chrysler, made $451 million and pulled the combined company into the black.  One of the leading culprits of Fiat’s below expectation performance is the Fiat 500 which has fallen behind its North American

Kia 2012 Targets: Can They Walk The Walk?

Last week, Kia Vice Chairman Hank Lee stated that Kia US sales will surpass 500,000 units in 2012.  Lee’s aggressive forecast is based partly on Kia’s 37% 2011 YTD sales growth, with about 470,000 expected for the full year.  To help facilitate the sales increase, Kia will increase the number of U.S. dealerships from 760 to 800 in addition to replacing poor-performing ones.  Kia will also increase production and inventory,

Chrysler Pre and Post-Bankruptcy Analysis

Last week, former Chrysler CEO Bob Nardeli made a statement that the Obama administration didn’t need to give control of Chrysler to Fiat SpA in order to save it in 2009, only to back off it days later.  While we will never know what the condition of Chrysler would be today if Cerberus Capital Management LP was still in charge, we can examine how consumer demand for Chrysler, Dodge, and