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R. L. Polk & Co., the automotive intelligence specialists, and Jupiter Media Metrix, specialists in Internet and new technology analysis and measurement, on July 25 launched the Polk-Media Metrix Automotive Internet Intelligence Report.
According to a statement released by the two companies, this product is the first of its kind and combines automotive statistical
information from Polk with 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, according to the companies.
The companies say 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. According to R.L. Polk and Jupiter Media Matrix, 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 include:
* 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.
About R. L. Polk & Co.
Polk has served the automotive industry for nearly 80 years and bills itself as the longest standing curator of automobile records in the United States.
Founded in Detroit in 1870, Polk launched its motor vehicle statistical operations in
1922 when the first car registration reports were published. It now provides Automotive Intelligence(TM) solutions to nearly every segment of the motor vehicle industry as an analytic consultant and statistician, as a provider of database-marketing services and as a supplier of vehicle histories.
Based in Southfield, Mich., Polk is a privately held global firm, currently operating in Australia, Canada, China, France, Germany, Holland, Spain, the United Kingdom and the United States.
Visit Polk online at www.polk.com.
About Jupiter Media Metrix
Jupiter Media Metrix specializes in Internet and new technology analysis and measurement. The company delivers Internet measurement, analysis, intelligence and events to provide businesses with global resources for understanding and profiting from the
Internet.
Jupiter Media Metrix brings together products, services, research methodologies and people. Jupiter Media Metrix brands include Media Metrix, AdRelevance, Jupiter Research and
Jupiter Events.
The company is headquartered in New York City and operates worldwide, across the Americas, Asia Pacific, Europe (as Jupiter MMXI) and the
Middle East.
Visit the company online at www.jmm.com.
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