Its closest competitor isn’t far behind on either count. Still, GM remains the world’s largest automaker, and in January, it ranked as the heaviest online advertiser in its field.
GM managed to trounce second-place Toyota in one category; 62.4 million ad-exposed unique visitors hardly compare to a total of 102.6 million. Also, GM’s delivery of 1.7 billion display ad views in the U.S. seems superior to Toyota’s 1.4 billion, and its share of voice (32.8 percent) is undeniably higher (Toyota took 26.4 percent).
comScore Statistics
If GM’s plan works, sales of the Chevrolet Malibu will benefit from all these huge numbers; comScore found that four of the ten most common ads promoted this vehicle. Frankly, the approach seems like a good idea, as inexpensive sedans have a wide appeal, and reviews of the new Malibu have been positive so far.
But if Toyota was beaten, it may only be because the Japanese company was trying to play a different game. The focus of its ads was the Scion xB, which is aimed at a hip, younger crowd with its almost-entry-level price and bold styling. And certain people saw more of Toyota’s ads, with it achieving a frequency of 21.7 per person (to GM’s 16.4) in January.
Unfortunately (who doesn’t like to look at gorgeous cars?), neither Lamborghini nor Aston Martin made comScore’s list.
