R. L. Polk & Co. And Jupiter Media Metrix Partner To Provide Automotive Internet Intelligence Report

R. L. Polk & Co. and Jupiter Media Metrix ( launched the Polk-Media Metrix Automotive Internet Intelligence Report. This product is the first of its kind and combines vast automotive statistical information from Polk with the industry’s leading Internet usage and demographic data from Jupiter Media Metrix.

By linking Polk’s automotive ownership data and Jupiter Media Metrix’s Internet behavior data, the Automotive Internet Intelligence Report allows advertisers to understand the specific online behaviors of automotive owners and indicates the best Web sites on which to conduct automotive advertising. This information will aid the planning process for automotive manufacturers, dealers, financiers, aftermarket businesses, insurers, advertising agencies and online media companies buying and selling ad space within the automotive industry. It is also valuable for Web companies looking to identify what types of people are visiting their site, what vehicles they drive and how competing sites stack up. The product provides online usage and demographic metrics — such as top Internet properties, unique visitors, reach, gender and age — broken out by key segments such as manufacturer, make and model.

“This arrangement with Jupiter Media Metrix allows us to provide customers with a tool that will greatly enhance their online marketing and advertising campaigns,” said Steve Flinker, senior vice president, R. L. Polk & Co. “This partnership provides critical information regarding the Internet, which continues to be one of the fastest growing mediums for gathering vehicle shopping information.”

“Advertising in traditional media has always been critical to the success of automobile sales, and with online advertising continuing to increase, the Internet is proving to be no different,” said Doug McFarland, president of Media Metrix, the online ratings unit of Jupiter Media Metrix. “By bringing together the leaders in automotive intelligence and Internet research, the Automotive Internet Intelligence Report reveals never-before-collected data to help the automotive industry better understand its consumers and develop more effective online marketing campaigns.”

Findings from the 2001 (1st Quarter) Polk-Media Metrix Automotive Internet Intelligence Report:

* Among car sites, Autobytel.com has the highest composition of visitors owning a luxury car, while Buyerconnection.com has the highest composition of visitors owning a sport utility vehicle.

* Close to half of all Honda owners (45.5 percent) visited at least one technology site. The most popular technology site among Honda owners is ZDNET, with a 21.3 percent reach.

* Overall, 24.5 percent of automobile owners visited at least one automotive site. The most popular automotive site among GM owners is Carpoint, while the most popular one for Toyota/Lexus owners is Edmunds.

For more information at http://www.polk.com.

Skip to content