world car of the year global awards report 2012 / 2013

World Car of the Year

Global Awards Report 2012 / 2013Automotive Awards

Oxford, 21st June, 2013

IntroductionMost Important

Automotive Awards

Sponsor MentionsTop WCOTY

Media Coverage

Content

World Car Awards PRIME Research Awards Report 2012/2013

Key Facts Auto Awards Analysis

Markets Top 26 Markets [3 Regions]> North America

> Europe [G5]

> BRIC

Media Overall > 1,000 media covered> Print

> TV

> Online

Analysis Period H2/2012 – H1/2013

Analysis Subject More than 350 awards

Key Facts


Key Figures

WCOTY Key Figures 2012/2013

2011 / 2012 2012 / 2013

Report Contacts Core Benchmark

Non-Benchmark

Total [Full-Market] 110,041,949

48,892,169

82,085,665

130,977,834

Media Reports Total [Full-Market] 968 1,137

PR Value Total [Full-Market] $ 9,242,107 $ 10,761,385

Regional

Ranking

Global

> North America

> Europe [G5]

> BRIC

6th

4th

6th

2nd

1st

3rd

3rd

1st


Management Summary

World Car Awards is the most prominent automotive award in 2012/2013 Due to high media visibility all over the world, WCOTY manages to be the most visible car award during the 2012/2013 period, outscoring all

other “COTY”-awards. Dominating the global award coverage with 14 % share of voice, the four ‘WCOTY’ awards generate a total of 48.9 million

core benchmark and 82.1 million non-core benchmark report contacts.

Significant improvements in all regions, especially Europe and BRIC

► USA

From 4th rank in the previous season to now 3rd, WCOTY outperforms most car awards in North America by closely following the

NACOTY and Consumer Reports – Top Picks awards. The gap between WCOTY and NACOTY in North America increasingly

closes.

► Europe

In Europe, WCOTY made a big leap forward improving by 3 ranks to now 3rd position. Beside the independent ‘European COTY’,

Springer Media (Bild, Bild am Sonntag, Auto Bild with titles all over Europe) with its European ‘Goldene Lenkrad’ award dominates

the ranking.

► BRIC

As the media landscape in Brazil, Russia, India and China is dominated by non-independent and domestic automotive awards,

WCOTY is by far the most visible automotive award and garners an impressive 31 % out of the total car awards coverage.

PR Value® SuccessIn 2012/2013 awards season, ‘World Car of the Year’ generates a PR-Value® of over $ 10.7 million globally, seeing an more than $ 1.5 million

increase compared to previous year.


Automotive Awards


Media Coverage

Content


Markets

N. America

Europe [G5]

BRIC

Additional Markets:

Argentina

Australia

Austria

Belgium

Czech Republic

Hungary

Japan

Malaysia

Mexico

Middle East

Netherlands

Poland

South Africa

South Korea

Sweden

Switzerland

Universe

All media reports in which

awards are explicitly

mentioned

Analysis Period

H2/2012 – H1/2013

Unit of Analysis

Report Contacts

0 10 20 30 40 50 60


Bild - Goldenes Lenkrad

North American Car of the Year

European Car of the Year

Consumer Reports - Top Picks

Car and driver - Ten best

Motor Trend - Car of the Year

Auto Bild Design Award

Popular Mechanics - Automotive Excellence Award

Japan Car of the Year

International Truck of the Year

ADAC - EcoTest

International Engine of the Year

Automobile Magazine - Automobile of the Year

ADAC Motorwelt - Gelber Engel

Global | Most Important Automotive AwardsWCOTY is the most relevant automotive award globally

1


Markets

N. America

Universe



mentioned

Analysis Period

H2/2012 – H1/2013

Unit of Analysis

Report Contacts

North America | Most Important Autom. AwardsWCOTY closes the gap to NACOTY, ranking 3rd in 2012/2013

0 5 10 15 20 25

North American Car of the Year

Consumer Reports - Top Picks


Car and driver - Ten best

Motor Trend - Car of the Year

Popular Mechanics - Automotive Excellence Award

Automobile Magazine - Automobile of the Year


The Redbook Auto Awards

Men´s Health Magazine - Car of the year

Detroit News Truck of the Year

Popular Science - Best of What's New

Popular Mechanics - Car of the Year


Auto Week Awards

3


Markets

Europe [G5]

Universe



mentioned

Analysis Period

H2/2012 – H1/2013

Unit of Analysis

Report Contacts

0 10 20 30 40 50

Bild - Goldenes Lenkrad



Auto Bild Design Award

ADAC - Ecotest


ADAC Motorwelt - Gelber Engel

Top Gear - Car of the Year

What Car? Car of the Year

International Van of the Year


AMS- Auto des Jahres

red dot design Award

Diario ABC - Mejor Coche del Año

Auto Zeitung - Auto Trophy

Europe | Most Important Automotive AwardsIn Europe, WCOTY is the 3rd most visible automotive award

3


Markets

BRIC

Universe



mentioned

Analysis Period

H2/2012 – H1/2013

Unit of Analysis

Report Contacts

0 2 4 6 8 10


Auto Esporte - O melhor do segmento


CCTV Car of the Year (China)


Indian Car of the Year

Carro - Best Cars


International Pickup Truck of the Year

Car of the Year (Brasil)

ET-Zig Wheels - Car of the Year

Good Design Award

GQ - 10 cars of the year

International Van of the Year

Carmaker of the Year

BRIC | Most Important Automotive AwardsWCOTY is by far the most relevant automotive award in the BRIC region

1


Markets

N. America

Europe [G5]

BRIC

Additional Markets:

Argentina

Australia

Austria

Belgium

Czech Republic

Hungary

Japan

Malaysia

Mexico

Middle East

Netherlands

Poland

South Africa

South Korea

Sweden

Switzerland

Universe



mentioned

Analysis Period

H2/2012 – H1/2013

Unit of Analysis

Report Contacts

WCOTY Media Visibility | RegionsWorld Car Awards sees significant growth in all relevant markets

14.0 % SoV

11.4 % SoV 13.2 % SoV 30.7 % SoV

Global

North AmericaEurope [G5] BRIC

other awards

other awards other awards other awards


Top 5

Top 10

Top 15

Top 20

Top 25

Markets

N. America

Europe [G5]

BRIC

Additional Markets:

Argentina

Australia

Austria

Belgium

Czech Republic

Hungary

Japan

Malaysia

Mexico

Middle East

Netherlands

Poland

South Africa

South Korea

Sweden

Switzerland

Universe


WCOTY is explicitly

mentioned

Analysis Period

H2/2012 – H1/2013

Unit of Analysis

Report Contacts

0 2 4 6 8 10 12 14 16 18 20

USA

United Kingdom

India

Russia

Germany

France

Poland

China

Italy

Switzerland

Brazil

Austria

Japan

Canada

Spain

Australia

South Korea

Hungary

South Africa

Mexico

Czech Republic

Belgium

Middle East

Argentina

Malaysia

WCOTY | Market VisibilityWCOTY generates highest media visibility in the USA and UK


Automotive Awards


Media Coverage

Content


Bridgestone

KPMG

PRIME Research

Markets

N. America

Europe [G5]

BRIC

Additional Markets:

Argentina

Australia

Austria

Belgium

Czech Republic

Hungary

Japan

Malaysia

Mexico

Middle East

Netherlands

Poland

South Africa

South Korea

Sweden

Switzerland

Universe


WCOTY is explicitly

mentioned

Analysis Period

H2/2012 – H1/2013

Unit of Analysis

Report Contacts

Sponsor Mentions7.2 percent of WCOTY coverage results in a sponsor mention

0% 20% 40% 60% 80%

Distribution of Sponsor Mentions [100% = all Sponsor Mentions]Share of WCOTY Articles [100% = all WCOTY coverage]

7.2 %


Automotive Awards


Media Coverage

Content


Top WCOTY Coverage | North America

Automotive News, March 29, 2013

Philadelphia News, April 03, 2013 Autoweek, March 28, 2013



Auto Channel, March 28, 2013 Detroit News, April 12, 2013



nbcnews.com [US], March 28, 2013

PBS – Motorweek [US], May 10, 2013


Top WCOTY Coverage | United Kingdom

Daily Express [UK], March 16, 2013

Autocar, April 02, 2013



Auto Express, April 03, 2013 Daily Express, March 16, 2013



The Sunday Times, March 28, 2013 The Telegraph, May 08, 2013


Top WCOTY Coverage | Europe

welt.de [DE], March 28, 2013

Paris Match [FR], April 11, 2013


Top WCOTY Coverage | Europe

lastampa.it [IT], March 29, 2013

Le Moniteur Automobile [BE], April 17, 2013


Top WCOTY Coverage | Russia

Avtomir [RU], April 20, 2013Avtomir [RU], April 20, 2013

Russia Driving, March 31, 2013


Top WCOTY Coverage | Russia

Klaxon, April, 2013 Za Rulem, May, 2013

Top Gear, May, 2013


Top WCOTY Coverage | China

Ramp [CN], April 01, 2013 Auto Focus, April, 2013

Guangzhou News, April 08, 2013


Top WCOTY Coverage | Japan

Motor Magazine [JP], May 01, 2013 Holiday Auto, May, 2013

Auto World, May, 2013


Top WCOTY Coverage | Korea

Autocar [KR], May 1, 2013 Auto View, March 29, 2013

Auto Herald, March 29, 2013


Top WCOTY Coverage | Asia/Pacific

themotorreport.com.au [AU], April 02, 2013

motortrader.com.my [MY], March 30, 2013

motoring.com.au [AU], March 07, 2013


Top WCOTY Coverage | India

Autocar, March 28, 2013 NDTV, April 20, 2013

NDTV [YouTube], April 20, 2013


Top WCOTY Coverage | India

Hindustani Times, March 28, 2013 India Times, May 09, 2013


Top WCOTY Coverage | Latin America

Estado de Minas [BR], March 30, 2013

Globo [BR], April 03, 2013


Top WCOTY Coverage | Latin America

aztecaautos.com [MX], April 01, 2013

movicenter.cl [CL], April 01, 2013


Top WCOTY Coverage | Africa/Middle East

carmag.co.za [ZA], March 06, 2013

automiddleeast.com [ME], April 03, 2013

autoarabia.org [ME], March 28, 2013


Content Analysis & Weighting Methodologies

Opportunity to See Probability to See

Level 1: Publication Level 2: Articles/Report

Media Contact

Report Contact

90%

234,000 210,600Audience

Factors

position of the article [front-page]

size of the article

Distinctiveness of the article

[eye-catcher: photos]

Measurement

multiply circulation by number

of reader per copy

Audience

• The Automotive Awards Study analyzes

the quantity and quality of coverage on

WCotY and its competitors in leading

international media with QQI®.

• Explicit and implicit evaluations are coded

on a 7-point scale [see chart 1], which

forms the base for the PRIME Evaluation

Index [see chart 2].

• The Automotive Awards Study distinguishes

between two different types of content

units: Articles and presentations

An article is considered if it contains at

least one presentation about WCotY

or a competitor.

The coding is carried out on the more

detailed level of presentations. A

presentation is a thematic unit, in which

one object is characterized, respectively

evaluated in a specific manner [usually of

the length of a paragraph].

• All media coverage is calculated either on

the basis of report contacts [see right].


PR Value® Methodology

PR Value® measures the monetary advertisement equivalent of

media reports. This measurement takes the tendency of the reports

into account as well as considering the editorial credibility and the

quality of the publication.

PR Value® is based on a three step calculation:

1. Step: Basis for Calculation

The basis for the calculation of the PR Value® are the advertisement

prices given in the publication’s price list [gross prices].

2. Step: Weighting Procedure

The reports are weighted according to the following criteria:

Cover page presence [the factor varies between 2.5 and 10.0

according

to prominence]

News presence TV [factor of 5.0]

Editorial credibility [factor of 2.1]

Publication quality [free newspapers, ad papers – factor of 0.5]

3. Step: Net Balance

Reports with a positive tendency are counted to a “positive account“,

reports with a negative tendency go into a “negative account”.

A balance is calculated out of the difference between positive and

negative media coverage.


PRIME Ann Arbor (USA)

PRIME New York (USA)

PRIME Montevideo (Uruguay)

PRIME São Paulo (Brazil)

PRIME Shanghai (China)

PRIME Delhi-Gurgaon (India)

PRIME Oxford (UK)

PRIME Mainz (Germany)

PRIME Zurich (Switzerland)

Contact

World Car Awards

Beth Rhind

Executive Manager

Phone: +1-705-924-3444

E-Mail: [email protected]

PRIME Research

Bernd Hitzemann

Senior Project Manager

Phone: +49-6131-2180-222

E-Mail: [email protected]

world car of the year global awards report 2012 / 2013

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