FEBRUARY 19, 2020
Monday, February 17, 2020 at 08:43AM
Introduced in 1989, the USA Today Ad Meter uses a large panel of viewers to rate all of the TV commercials that air during the Super Bowl. This year, there was an especially large number of automotive ads, so we thought it would be fun to conduct an "Ad Meter" of our own. We wondered whether the readers of Autoextremist – hard-core automotive enthusiasts, many of whom work in the auto industry – would view these ads differently than they are viewed by the general public.
The chart above shows how a group of 200 Autoextremist readers rated the eight auto commercials (blue line) and how these ads were rated by USA Today’s public panel (orange line). The numbers in orange show USA Today's Ad Meter rankings for the auto ads among all 62 ads that ran during the game. Despite the differences between these two groups (we are pretty sure that our AE readers are more knowledgeable and enthusiastic about automotive vehicles and are generally older and more affluent than the USA Todaygroup), and despite the fact that we used a different rating scale than the USA Today poll, you can see that our auto enthusiasts and the USA Today group gave these ads very similar overall ratings. Both groups gave the Jeep Gladiator and Hyundai Sonata commercials their highest ratings and Audi e-tron their lowest ratings. The only two major differences between the Autoextremist and USA Today readers were for the Jeep Gladiator ad and the GMC Hummer EV ad – in both cases, the Autoextremist readers rated these two ads much more positively than did the USA Today panel. It is not clear what these two differences are due to or what, if anything, they mean. Overall, it looks like automotive enthusiasts react to TV commercials about automotive vehicles very similarly to how the general public does.
We also looked to see if any of the various subgroups within the AE Ad Meter survey group differed in their reactions to the ad. We found a few statistically significant differences. Nearly two-thirds of our AE Ad Meter participants work (or have worked) in the auto industry (63% vs. 37% whose work is outside of the auto industry). Those working in the auto industry gave the poorly regarded Audi e-tron commercial a slightly more positive rating than those outside the industry.
Among the AE Ad Meter participants working in the auto industry, 58% work at one of the OEMs, 24% work at a supplier company, and 19% are affiliated with a dealership. The dealership folks rated the KIA Seltos commercial significantly higher than those working at automotive supplier companies. People from the dealerships also rated the Porsche Taycan commercial significantly lower than those working at either an OEM or one of the supplier companies.
We also looked at how people working in automotive marketing, advertising, and PR (either at an OEM or an agency) viewed the Super Bowl ads. These folks made up 20% of our auto industry group. We wondered if these consumer-messaging professionals would bring a different sensibility to their ad evaluations. They didn’t, with one exception. They rated the Hyundai Sonata commercial statistically significantly more positively than their colleagues working in other areas of the auto industry did.
Overall, it is interesting and potentially noteworthy that the bottom two auto ads on the USA Today Ad Meter were for EVs - the Audi e-tron and GMC Hummer EV - with the all-electric Porsche Taycan also scoring in the bottom four. (And except for the Hummer EV, the Audi and Porsche ads were judged harshly by AE readers as well.) Clearly, there are challenges to marketing EVs that go way beyond just selling consumers on a particular brand. Who will 'crack the code' and emerge a winner on the EV advertising front?
Thanks, once again, to Allen Bukoff for his survey and analysis. (And thanks to WordGirl too!)
Editor-in-Chief's Note: The fact that Ford tried to pin responsibility for the company's dismal fourth quarter results on Joe Hinrichs was predictable and pathetic. And I am glad he told them to go pound sand. Joe is too good and has too much to offer to depart for the Land of Leisure just yet. Any number of companies could benefit from his talent and expertise. I will name one. If Elon Musk was as smart as he thinks he is, he'd offer the moon to Joe to come in and turn Tesla into a properly functioning car company - and then get the hell out of the way. But St. Elon's ego would never allow it. I will reiterate what I said in my column. Why is Hackett still there? And when Bill Ford hands the keys to the Kingdom to Farley after Hackett is retired, I fear for the future of the company. Knowledgeable, seasoned professionals have seen right through Farley's smarm offensive from the beginning. But Farley was smart enough to know that he only had two people to convince of his brilliance and that he was "the guy" - Hackett and Bill Ford. And it worked. Now, however, and to make things worse, we're going to be forced to endure an endless series of articles in the press that canonize Farley, which is a revolting development if there ever was one. Memo to the True Believers at Ford: Good night and good luck. - PMD
Daimler AG. Reuters says that the German Handelsplatt newspaper is reporting that Daimler AG is planning to cut 15,000 jobs and eliminate models including the Coupe and Convertible versions of its flagship S-Class. And so it begins. This is just the tip of the iceberg that's about to hit the auto industry. All together now: A giant steaming bowl of Not Good.
(Kia images)
More small SUVs? The market can't get enough of 'em apparently. Kia adds to its SUV lineup with the new Seltos, the brand's version of the Hyundai Kona. Calling it "Rugged, refined and right-sized," Kia PR minions go on to say that the Seltos is "a utility vehicle with an abundance of attitude... modern styling and a penchant for adventure..." Well, alrighty then! The Seltos slots between the Soul and Sportage models, and offers a choice of a 2.0-liter four-cylinder MPI engine with 146HP and 132 lb.-ft. of torque, managed by an Intelligent Variable Transmission (IVT) (on LX, S and EX models), or a 175HP 1.6-liter turbo, and an available all-wheel drive system with torque vectoring cornering control and a lock mode to handle more severe road conditions. The higher horsepower engine is available in six trims: LX 2.0L AWD, S 2.0L FWD, S 2.0L AWD, EX 2.0L AWD, S 1.6T AWD and SX 1.6T AWD. The 2021 Kia Seltos goes on-sale in the U.S. this month. Pricing begins at $21,990 plus destination for the LX AWD and S FWD.
(Rod Shows)
One of the Sacramento Autorama’s top awards (awarded on February 16th) was the King of Kustoms, which recognized the best 1935-1964 custom build with a focus on body lines, design, flow and quality of workmanship. This year’s winner was Glenn Black with his 1949 Mercury Custom. Judges particularly praised its incredible paint, which perfectly complemented its long swooping lines. We concur.
(Honda)
Honda has announced what it is calling the the ultimate street-legal track-focused variant of its Civic Type R: The lighter and faster 2021 Type R Limited Edition. It will feature all of the 2020 model year Type R updates, plus additional enhancements. Only 600 units of the 2021 Type R Limited Edition - each with an individually numbered serial plate - will be sold in the U.S. The 2021 Civic Type R Limited Edition modifications from stock include: Lightweight, forged aluminum BBS wheels (18 lb. total unsprung weight reduction); a further weight reduction of approximately 28 pounds accomplished via reduced sound deadening materials and removal of features such as the rear wiper, tonneau cover, and rear heater ducts; specially tuned dampers and recalibrated steering for maximum control and feedback. The 2021 Civic Type R Limited Edition will come in one model-exclusive color: Phoenix Yellow. Additional model-exclusive treatment includes contrasting gloss black paint on the roof, outside mirror caps, and intake vent on the hood, along with a dark chrome Civic badge on the rear hatch. Manufacturer’s Suggested Pricing for the 2021 Civic Type R Limited Edition will be made available closer to its launch later this year.
AE Song Lyrics of the Week:
Walking on Walking on broken glass
Walking on Walking on Broken Glass
You were the sweetest thing that I ever knew
But I don't care for sugar honey if I can't have you.
Since you've abandoned me
My whole life has crashed
Won't you pick the pieces up
'Cause it feels just like I'm walking on broken glass...
(Walking on walking on broken glass)
The sun's still shining in the big blue sky
But it don't mean nothing to me.
O-o-oh let the rain come down
Let the wind blow through me...
I'm living in an empty room
With all the windows smashed
And I've got so little left to lose
That it feels just like I'm walking on broken glass...
(Walking on walking on broken glass)
And if you're trying to cut me down
You know that I might bleed.
'Cause if you're trying to cut me down
I know that you'll succeed...
And if you want to hurt me
There's nothing left to fear
'Cause if you want to hurt me
You do it really well my dear...
Now everyone of us was made to suffer
Everyone of us is made to weep
We've been hurting one another
And now the pain has cut too deep...
So take me from the wreckage
Save me from the blast
Lift me up and take me back
Don't let me keep on walking...
Walking on broken glass.
Don't let me keep on walking.
(Walking on walking on broken glass)
"Walking On Broken Glass" - Annie Lennox. Watch the videoe here.