Automotive Digital Brand Exposure Index – Q3 2017

The US automotive industry is one of the largest spenders on digital advertising, spending over $7 billion in 2015 and projected to grow significantly in coming years. The goal, of course, is to grow their digital exposure footprint and their sales numbers, and the Swoop Digital Brand Exposure Index (DBEI) is designed to create an objective ranking of automotive models and brands with the most exposure within the online auto world. Swoop has the largest network of automotive sites in the world, and the Swoop Search Engine extracts brand and model data from every page, giving us an unfiltered look at organic automotive interest in the United States.

So in Q3, 2017, who did the best in the battle of the organic digital footprint?

Most Visible Automakers

Chevrolet remains the most-read-about automaker in North America in Q3 2017. Compared with Q1 of this year, Honda has overtaken Jeep for the #3 position, Mazda has fallen out of the top chart, and Audi has made its way onto the list:

Auto Maker Visibility Jumps

Now that Swoop has over a year of Auto Index data under our belt, we can begin to look at year-over-year changes in auto maker visibility. So, comparing Q3 of 2016 to Q3 of 2017, what brand has seen the biggest jump, and what brand has seen the biggest decline in overall visibility of all its models?

No brand had a particularly large decline, but it’s impressive to note how much Honda’s online share of visibility has increased over the past year – by nearly five percent.

Looking at quarter-by-quarter changes:

Toyota is the biggest gainer in the quarterly visibility change game. However, all brands stayed within a percentage point of their previous quarter’s share of digital visibility in Q3, 2017.

Most Visible Auto Models

In Q1, we saw the Chevrolet Corvette knocked out of the top spot for the first time since Swoop began recording auto visibility. It has not returned, and in fact we have another new #1 – the Jeep Wrangler:

Congratulations to the folks at Jeep, you’ve grabbed hold of the car-perusing imagination over the summer. The Corvette is now in the 4-hole, with two Fords – the Mustang and F-150 – rounding out the top of the list.

Big Gainers in Visibility

It’s always interesting to see which auto models got a big bump in visibility over the course of a quarter; it’s often the result of a big marketing campaign, new launch or major news story. In Q3, the biggest gainers in visibility were:

The Toyota C-HR jumped a whopping 125 ranking spots over Q2, by far and away the biggest jump of any individual vehicle. This may have to do with the announcement in September of Toyota’s Hy-Power model, a high-powered hybrid version of the C-HR.

For more information on Swoop’s Automotive Index or to start running ads across Swoop’s network of endemic auto sites, reach out today.

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