Communication Report - Data Analysis_Lexus and Honda Motor Show
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The document presents a communications report from the 2017 Geneva Motor Show, highlighting Lexus's new hybrid sedan and its media coverage. Key insights reveal that web sources dominated coverage and reach, while Lexus ranked second among luxury brands despite neutral tonality being prevalent. Overall, Lexus had successful launches for two strategic cars although communications performance was deemed lower-than-expected.
Communication Report - Data Analysis_Lexus and Honda Motor Show
- 1. KPI SHOW METEHAN TORUN ROSMARY Reporter Reporter
- 2. KPI SHOW METEHAN TORUN Reporter ROSMARY SCARDERA Reporter
- 3. COMMUNICATIONS REPORT GENEVA MOTOR SHOW 2017 LEXUS
- 6. GENEVA MOTOR SHOW 2017 A can-not-miss international motor show celebrated annually in Geneva, Switzerland gathering world's top car brands. This year, it's open from 9 to 19 of March. Lexus revealed new hybrid luxury sedan Lexus LS 500h and 1st European public appearance of 2017 Lexus RC F GT3.
- 7. KEY INSIGHTS Web can be seen the most important source with 74% of coverages and 82% of reach. 1 / Tonality is not good enough when Neutral coverages are more than Positive ones. 3 / If buying spaces, TV is the worst when wasting 60% of AVE while reaching just 11% of audiences. 2 / LS 500h is a hit on media with 166/222 clippings (75%). 4 /
- 8. LEXUS COMMUNICATIONS REPORT GENEVA MOTOR SHOW 2017 Mr. Juan R. Lexus PR Department Ms. Cristina M. Lexus PR Department
- 9. O V E R V I E W COVERAGES 222 CLIPPINGS TV 26 clippings PRINT 34 clippings WEB 164 clippings
- 10. S H A R E O F V O I C E SOURCE TOTAL WEB PRINT TV Coverages SoV 1 LAND ROVER 426 21.3% 2 TOYOTA 413 20.7% 3 HUYNDAI 327 16.4% 4 KIA 308 15.4% 5 LEXUS 222 11.1% 6 JAGUAR 196 9.8% 7 MAZDA 102 5.1% 8 HONDA 6 0.3% TOTAL 2000 SOV OF TOTAL COVERAGES Notes: For total coverages - Lexus's SoV is at Top 5 in total 8 brands - In term of Luxury brands, Lexus ranked 2nd LAND ROVER TOYOTA HUYNDAI KIA LEXUS JAGUAR MAZDA HONDA
- 11. S H A R E O F V O I C E SOURCE TOTAL WEB PRINT TV Coverages SoV 1 LAND ROVER 297 22.4% 2 TOYOTA 286 21.6% 3 HUYNDAI 222 16.8% 4 LEXUS 164 12.4% 5 KIA 155 11.7% 6 JAGUAR 133 10.0% 7 MAZDA 65 4.9% 8 HONDA 3 0.2% TOTAL 1395 SOV OF WEB LAND ROVER TOYOTA HUYNDAI LEXUS KIA JAGUAR MAZDA HONDA Notes: For Web source - Lexus's SoV is at Top 4 in total 8 brands - In term of Luxury brands, Lexus ranked 2nd
- 12. S H A R E O F V O I C E SOURCE TOTAL WEB PRINT TV Coverages SoV 1 KIA 110 26.3% 2 TOYOTA 88 21.0% 3 HUYNDAI 74 17.7% 4 LAND ROVER 72 17.2% 5 LEXUS 32 7.6% 6 JAGUAR 22 5.3% 7 MAZDA 18 4.3% 8 HONDA 3 0.7% TOTAL 419 SOV OF PRINT KIA TOYOTA HUYNDAI LAND ROVER LEXUS JAGUAR MAZDA HONDA Notes: For Print source - Lexus's SoV is at Top 4 in total 8 brands - In term of Luxury brands, Lexus ranked 2nd
- 13. S H A R E O F V O I C E SOURCE TOTAL WEB PRINT TV Coverages SoV 1 LAND ROVER 54 21.6% 2 KIA 43 17.2% 3 JAGUAR 40 16.0% 4 TOYOTA 37 14.8% 5 HUYNDAI 31 12.4% 6 LEXUS 26 10.4% 7 MAZDA 19 7.6% 8 HONDA 0 0.0% TOTAL 250 SOV OF TV LAND ROVER KIA JAGUAR TOYOTA HUYNDAI LEXUS MAZDA HONDA Notes: For TV source - In term of Luxury brands, Lexus ranked last position - Print and TV are not potential sources in this motor show.
- 14. O V E R V I E W REACH 48.3M REACH TV 5.1 Millions PRINT 3.5 Millions WEB 39.7 Millions
- 15. MEDIA ANALYSIS Web, 74% Print, 14% TV, 12% Coverage by Source Web, 82% Print, 7% TV, 11% Reach by Source Positive, 46% Neutral, 54% Coverage by Tonality Web, 38% Print, 2% TV, 60% AVE by Source Source Coverage SoC Reach SoR AVE Share of AVE Coverages by Tonality Total Clippings 222 48.3M 1,570,178.33 103 119 0 Web 164 74% 39.7M 82% 593,798.98 38% 79 85 0 Print 32 14% 3.5M 7% 35,681.86 2% 19 13 0 TV 26 12% 5.1M 11% 940,697.49 60% 5 21 0
- 16. Web, 74% Print, 14% TV, 12% Coverage by Source Web, 82% Print, 7% TV, 11% Reach by Source Positive, 46% Neutral, 54% Coverage by Tonality Web, 38% Print, 2% TV, 60% AVE by Source Notes: - Web can be seen the most important source (74% of coverages and 82% of reach). - If buying spaces, TV is the worst when wasting 60% of AVE while reaching just 11% of audiences. - Tonality is not good enough when Neutral coverages are more than Positive ones. MEDIA ANALYSIS
- 17. T O N A L I T Y MODELS ON CLIPPINGS 2 4 18 79 4 28 87 0 20 40 60 80 100 120 140 160 180 LC Mixed RC F GT3 LS 500h Positive Neutral Notes: - LS 500h is a hit on media with 166/222 clippings (75%) - Ratio Positive:Neutral of 2 revealed models are "lower-than-expected"
- 18. Tomassi J. Zentilomo G. Milani M.Donnici F. Massai P. Di Lallo M. Amodeo G. Desiderio N. Confaloni S. Canali C. Facchetti S. Salcioli G. Adreani C. 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 0 2 4 6 8 10 12 ReachMillions No. of Coverages T O N A L I T Y TOP ACTIVE JOURNALISTS Notes: - Adreani C. (3 positive posts, highest reach >4M ) => Build relationship to write more - Tomassi J. and Zentilomo G. (highest positive posts, medium reach) => Key important, need to engage regularly
- 19. T O N A L I T Y SEASONAL TIMELINE 1 1.5 2 2.5 3 0 1 2 3 4 5 6 7 Millions SEASONAL REACH AND TONALITY Reach Tonality Notes: Important Dates: 14/Feb Releasing 1st photo of LS 500h model 28/Feb Launching RC F GT3 model 7-8/Mar Open Day for Press and Trade 9-19/Mar Motor Show - High reach on important dates with almost positive tonality - Posts are more positive after the show.
- 20. CONCLUSION Though communications performance is "lower-than- expected", Lexus still had a successful launching for their 2 strategic cars in 2017 Cristina and Juan "
- 22. HONDA CIVIC TYPE R The highest performance of Honda Civic with Sport and Racing Design In March 2015, Honda debuted the 4th generation Civic Type R at Geneva Motor Show. In June 2015, Honda started sales in European countries.
- 23. KEY INSIGHTS Web can be seen as the most important channel with 53% SoC and the highest SoR 81.5% 1 / Product was the most interesting topics with 62.1% SoC 3 / If investing money, Print is the least "worth the money" channel with highest AVE but lowest SoR 2 / Tonality was almost neutral (90.1%). The only topic that caused controversy is Test Drive . 4 /
- 24. COMMUNICATIONS REPORT FY2015 Mr. Bobby Pham Honda PR Department Ms. Phoebe Pham Honda PR Department
- 25. MEDIA ANALYSIS Coverage SoC Reach SoR AVE SoA Total 322 103,6M 6,3M Print 100 31.1% 9,1M 8.7% 3,3M 51.9% TV 51 15.8% 10,1M 9.7% 0.7M 11.2% Web 171 53.1% 84,4M 81.5% 2,3M 36.9% PRINT , 31.1% TV, 15.8% WEB, 53.1% Share of Coverage PRINT, 8.7% TV, 9.7% WEB, 81.5% Share of Reach PRINT, 51.9%TV, 11.2% WEB, 36.9% Share of AVE Web can be seen as the most important channel with 53% SoC and the highest SoR 81.5% If investing money, Print is the least "worth the money" channel with highest AVE but lowest SoR Notes:
- 26. T O N A L I T Y Notes: Media is quite cautious because tonality is almost neutral (90%) Tonality needs to be improved TONALITY TOTAL 28 290 4 PRINT - 100 - TV 4 47 - WEB 24 143 4 8.7% 90.1% 1.2% Positive Neutral Negative M E D I A A N A L Y S I S TONALITY
- 27. T O N A L I T Y TOPICS ON CLIPPINGS Notes: 0 50 100 150 200 250 Varie Copertina Corporate Motor Show Test Drive Product Positive Neutral Negative Product was the most interesting topics with 62.1% SoC Test Drive is the only topic having contradictory tonality 200 28 51 4 17 11 10
- 28. TOP ACTIVE JOURNALISTS Notes: - Pascali, Scavuzzo are KEY IMPORTANT -> Engage them closely and build relationship to write more - Sarasini shows great interest with positive tonality -> Keep inform and show consideration - Troise is the only jounalist with negative tonality -> build relationship Pascali M. Scavuzzo G. Sciarra F. Abu Eideh O. Valenti M. Lattuada A. Troise S.Baccani A. Sarasini A. Farina A. Mancini G. 0 1 2 3 4 5 6 7 8 9 10 0 1 2 3 4 5 6 7 8 Millions Matrix of Interest and Influence - Journalist No. of Articles REACH
- 29. 1.0 1.2 1.4 1.6 1.8 2.0 2.2 2.4 2.6 2.8 3.0 0 5 10 15 20 25 Millions Reach and Tonality by TOP WEB Reach Tonality 1.0 1.5 2.0 2.5 3.0 0.7 0.75 0.8 0.85 0.9 0.95 1 Millions Reach and Tonality by TOP PRINT Reach Tonality 1.0 1.5 2.0 2.5 3.0 0 0.5 1 1.5 2 2.5 3 3.5 Millions Reach and Tonality by TOP TV Reach Tonality TOP PRINT publications have neutral tonalityQuattroruoute.it is the most effective with the highest reach and positive tonality not only in TV chanel but also in WEB channel TOP PUBLICATIONS BY CHANNELS Notes:Notes:
- 30. SEASONAL TIMELINE Notes:High AVE Periods: Sep /2015 3 PRINTs Mar/2016 1 TV and 2 PRINTs - Similar trend in Coverage, Reach and AVE - Except Sept/2015 and Mar/2016 when Print and TV have qualified contents. 0 10 20 30 40 50 60 70 80 90 - 0.2 0.4 0.6 0.8 1.0 1.2 1.4 1.6 1.8 2.0 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Millions Timeline by Coverage and AVE Coverage AVE Quattroruote TOP GEAR AUTO Rai Due TG2 Motori Automobilismo EVO
- 31. SEASONAL TIMELINE Notes: Important Periods: April/2015 Honda announced price and features of Civic Type R June/2015 Honda Civic Type R was launched and Test Drive Sep/2015 Series 4 articles "Honda Civic Type R Ninja Return" - High reach on important periods but almost neutral - Just Test Drive in June is the controversial topic 0 5 10 15 20 25 30 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Millions Seasonal timeline by Reach and Tonality Positive Neutral Negative
- 32. CONCLUSION The 4th generation of Honda Civic Type R is a notable phenomenon in 2015. However, publics still keep the neutral voice and not totally believe in the new innovation. Bobby and Phoebe "
- 33. THANK YOU FOR LISTENING!