Nielsen's methodology to determine the winner combined a number of studies of various communication/entertainment channels, such as asking 5,400 people about their overall "perceptions of environmental messages by automotive brand," gathering data from 2.5 million TV advertising viewers and "measuring social media 'buzz' sentiment within green-related discussion threads." No, we're not exactly sure what that last item means, either, but the Internet is apparently a critical place. All it took to win was that "3 in 10 green-themed online discussions reflecting favorably on Ford." Um, congratulations?
Los Angeles, CA (November 18, 2011) – Ford rolled home with the 2nd annual Nielsen Automotive Green Marketer of the Year award, which was presented today at the Los Angeles International Auto Show.
Ford was recognized for its successful ad campaigns embedding MPG messaging across most of their creatives from product launches to sales events. This effort coupled with campaigns featuring real people helped significantly increase positive consumer opinions and purchase consideration for the brand. Ford's ad campaigns also helped drive positive online sentiment, with 3 in 10 green-themed online discussions reflecting favorably on Ford.
The Nielsen Automotive Green Marketer of the Year Award recognizes the brand that made the greatest strides in gaining consumer awareness and positively shifting consumer perceptions for the automotive industry's environmentally friendly initiatives. Other finalists for the award included Chevrolet, Honda, Hyundai and Toyota.
"Clearly the industry has made progress over the last year regarding their green marketing efforts and the results from all of our finalists demonstrate that they are listening and responding to the consumer's voice through product enhancements and messaging, said Lois Miller, President of Nielsen Global Automotive. "Ford, in particular, is keenly aware of the importance of green messaging in their ads and the corresponding impact these ads have on consumers' consideration to buy."
To determine the finalists and winner, Nielsen leveraged three research studies to incorporate awareness levels and perceptions across media types. The studies included:
A custom survey of nearly 5,400 consumers' cross-media awareness and perceptions of environmental messages by automotive brand
Response data from 2.5 million viewers of national television advertising collected by Nielsen's ad effectiveness measurements service, focusing on green automotive ads
Measuring social media "buzz" sentiment within green-related discussion threads
Auto manufacturers that ran any national TV ads with "green" themes between October 2010 and September 2011 were eligible for consideration.
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related assets. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, The Netherlands. For more information, visit www.nielsen.com.