2017 New York International Auto Show Year In Review
Y E AR I N RE V I EW 20 17
THE FIRST DAY OF THE NEW YORK INTERNATIONAL
AUTO SHOW WAS ALIVE WITH NEW PRODUCTS.
– THE MOTOR AUTHOR I TY
INNOVATION
AT THE NEW YORK INTERNATIONAL AUTO SHOW
WORLD TRAFFIC SAFETY SYMPOSIUM MOVES TO PRESS DAY TWO; DOUBLES ATTENDANCE ADDRESSING KEY SAFETY ISSUES FOR DRIVERS, DRIVERLESS VEHICLES AND PEDESTRIANS
6,465 TOTAL MEDIA REGISTRATIONS
64 % WANT TO PURCHASE A VEHICLE WITHIN 12 MONTHS
AUTOMOTIVE FORUM 8 YEARS IN CONJUNCTION WITH NADA AND J.D. POWER
13 SPONSORS 24 SPEAKERS 460+ ATTENDEES
57% 43%
57 % OF ATTENDEES VISIT NYIAS TO COMPARE
VEHICLES BEFORE GOING TO A DEALERSHIP
3.7 B GLOBAL MEDIA IMPRESSIONS
HUGE CROWDS DESCEND ON THE NEW YORK AUTO SHOW FOLLOWING MAJOR VEHICLE DEBUTS, REMAINING THE LARGEST ATTENDED AUTO SHOW IN THE U.S.
40% 38% 37%
40 % ADD ADDITIONAL BRANDS DURING THEIR VISIT 2017 2016
2015
WORLD CAR AWARDS #1 INTERNATIONAL AUTOMOTIVE AWARDS PROGRAM KICKS OFF PRESS PREVIEW FOR THE FIRST TIME
38 COUNTRIES REPRESENTED IN INTERNATIONAL MEDIA COVERAGE
NIELSEN’S AUTOMOTIVE AD OF THE YEAR GOES TO TOYOTA’S SPOT, “THE LONGEST CHASE” FOR TOYOTA PRIUS
DMA RANKINGS NEW YORK: WHERE 37 BRANDS HAVE THEIR TOP MARKE TS
1.76 B SOCIAL MEDIA IMPRESSIONS
L.A.
NEW YORK
CHICAGO
PHILADELPHIA
BOSTON
DALLAS
DETROIT
SAN FRANCISCO
WASHINGTON, D.C.
HOUSTON
*New York is the # 1 or 2 market for all major manufacturers except Chevrolet, Ferrari, Lamborghini, Rolls Royce and Tesla. Data provided by IHS Markit
EMPIRE STATE OF MOBILITY CONFERENCE ADDRESSES CHANGING TIMES
MERCEDES-BENZ MINI MITSUBISHI NISSAN PORSCHE RAM SMART
GMC HONDA HYUNDAI
ACURA ALFA ROMEO ASTON MARTIN AUDI BENTLEY BMW BUICK
INFINITI JAGUAR JEEP KIA LAND ROVER LEXUS LINCOLN MASERATI MAZDA McLAREN
107 M GIRLS NIGHT OUT EVENT SOCIAL MEDIA IMPRESSIONS REACHING DIVERSE WOMEN FROM ACROSS THE U.S.
SUBARU TOYOTA VOLKSWAGEN VOLVO
CADILLAC CHRYSLER DODGE FIAT FORD GENESIS
LIKE THE WORLD’S MOST PRESTIGIOUS FASHION SHOWS IN NEW YORK, MILAN, AND PARIS, FOR CARS THERE IS THE NEW YORK AUTO SHOW: THE STAGE FOR AUTOMAKERS TO SHOW OFF THEIR FINEST WORK.”
A R C H I T E C T U R A L D I G E S T
2018 IMPORTANT SHOW DATES AUTOMOTIVE FORUM: MARCH 27 PRESS PREVIEW: MARCH 28 & 29
PUBLIC SHOW DATES: MARCH 30 - APRIL 8
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ATTENDEE SURVEY ..........................16 Consumer Intentions................. 18 Attendee Experience.................20 Show Demographics .................22 Girls Night Out ............................26 + President..................................... 5 Events at the Auto Show ........... 6 51 Debut Vehicles ...................... 14 TABLE OF CONTENTS ANNUAL REVIEW ............................... 2 Letter from the Chairman
MEDIA REPORT................................ 30 Social Media ................................32 Media Impressions.....................36 Television Specials ....................38 Media + Industry Registrations .............................. 40 Show Awards .............................. 41 International Press .................... 42 International Media Outlet Coverage .........................45 Domestic Press .......................... 51
ANNUAL REVIEW W ith important new industry events, more than 50 world and North American vehicle debuts and over one million visitors, North America’s largest attended auto show confirms its place as one of the world’s most influential automotive events at the beginning of the springtime selling season.
“THIS SHOW IS AN EXTRAORDINARY MARKETING EVENT. NEW YORK REPRESENTS THE NATION’S NUMBER ONE MARKET AREA FOR NEW VEHICLE SALES AND IS THE MEDIA CAPITAL OF THE WORLD. IT’S ALWAYS BEEN A SOLID INVESTMENT FOR AUTOMAKERS LAUNCHING NEW VEHICLES, AND THIS
YEAR’S SHOW WAS BETTER THAN EVER.” J O H N L A S O R S A , N E W Y O R K A U T O S H OW C H A I R M A N
WORLD AND NORTH AMERICAN VEHICLE DEBUTS AND OVER ONE MILLION VISITORS, NORTH AMERICA’S LARGEST ATTENDED AUTO SHOW CONFIRMS ITS PLACE AS ONE OF THE WORLD’S MOST INFLUENTIAL ANNUAL AUTOMOTIVE MARKETING EVENTS. W ITH IMPORTA NT NEW I NDUSTRY EVENT S, A TOTAL OF 51
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W ith important new industry events, more than 50 world and North American vehicle debuts and over one million visitors, North America’s largest attended auto show confirms its place as one of the world’s most influential annual automotive marketing events. Reflecting our ever-changing industry, 2017 Show included a slate of changes to our press and public days to maximize the excitement that the Show brings to New York in the spring each year. In addition to a full program of press conferences and events to showcase to the world our vibrant industry. By changing things up we were able to allow more time for the automakers’ press conferences on Day One, while giving us room to add additional content to our program, including a new transportation and mobility forum called Empire State of Mobility Conference. The new conference reflected the growing importance of autonomous vehicles to the industry with a ‘New York’ focus on funding and business opportunities. We were very excited to bring new partners from the tech community into the Show. Our public days reminded us that there is still no better way to generate excitement and ‘stop people in their tracks’ about the latest new cars and trucks than an auto show. In addition, hundreds of millions more saw these amazing vehicles on television, in print and online around the world. After more than a century, excitement is still a driving force behind what motivates people to buy and drive cars and, as Show producers, our goal is to ensure consumers know how exhilarating driving and car ownership can be. CHAIRMAN + PRESIDENT LETTER FROM THE
J O H N L a S O R S A
CHAIRMAN NE W YORK IN T ERNAT IONAL AU TO SHOW
M A R K S C H I E N B E R G
PRESIDENT GRE AT ER NE W YORK AU TOMOBIL E DE AL ERS AS SOCIAT ION
L E T T E R F R O M C H A I R M A N A N D P R E S I D E N T
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EVENTS AT THE AUTO SHOW
WORLD CAR AWARDS KICKS OFF PRESS PREVIEW FOR FIRST TIME The World Car Awards winners’ announcement named the Jaguar F-PACE both the winner of the overall World Car of the Year and the World Car Design of the Year. Mercedes- Benz E-Class won World Luxury Car. Porsche Boxster Cayman was named World Performance Car. Toyota Prius Prime was awarded World Green Car, and BMW i3 received the first-ever World Urban Car award. “THE F-PACE WAS DESIGNED AND ENGINEERED AS A PERFORMANCE SUV WITH EXCEPTIONAL DYNAMICS, EVERYDAY USABILITY AND BOLD DESIGN. WINNING THIS AWARD ENDORSES THE TALENT AND GREAT WORK OF OUR TEAMS THAT HAVE DELIVERED THE WORLD’S MOST PRACTICAL SPORTS CAR AND JAGUAR’S FASTEST-SELLING VEHICLE.” D R R A L F S P E T H , J L R C E O
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MOBILITY CONFERENCE ADDRESSES CHANGING TIMES The New York Auto Show’s inaugural Empire State of Mobility Conference focused on the role of public-private partnerships in the smart mobility space and drew stakeholders from the automotive, technology and financial community as well as policymakers and researchers.
“THERE ARE HUGE BENEFITS TO DRIVERLESS CAR TECHNOLOGY FOR SOCIETY AND NEW MODES OF TRANSPORTATION WILL TRANSFORM OUR TRANSPORTATION SYSTEM, BUT FEDERAL REGULATIONS ARE CRITICAL AS IS A ‘DIG ONCE’ FORESIGHT TO LAY THE FOUNDATION FOR SMART MOBILITY INFRASTRUCTURE.”
I L L I N O I S C O N G R E S S M A N D A N L I P I N S K I A MEMBER OF T HE HOU SE T R A NSP ORTAT ION A ND INF R AS T RUC T URE C OMMI T T EE
NIELSEN’S AUTOMOTIVE
AD OF THE YEAR Highlighting the importance of advertising to the automotive industry, Nielsen announced the winners of its 11th annual Automotive Advertising Awards celebrating the most memorable television adverts that aired during 2016. Toyota’s spot, “The Longest Chase” for Toyota Prius, was triumphant as the Automotive Ad of the Year.
E V E N T S A T T H E A U T O S H O W
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NEW YORK STATE GOVERNOR OPENS NEW YORK AUTO SHOW WITH ELECTRIC VEHICLE PARADE New York Governor Andrew Cuomo officiated the Show’s grand opening driving a Chevrolet Bolt EV to promote the state’s $70 million commitment to eco-friendly cars. “I CAME TO THE AUTO SHOW WITH MY FATHER [FORMER GOVERNOR MARIO CUOMO] AS A CHILD AND HAVE BEEN COMING EVER SINCE. IT’S A NEW YORK INSTITUTION.”
N E W Y O R K S TAT E G O V E R N O R A N D R E W C U O M O
CHARITY PREVIEW OVER $500,000 FOR DISADVANTAGED YOUTH The annual New York Auto Show Gala Preview party, sponsored by Jaguar Land Rover, raised over $500,000, to benefit the East Side House Settlement. This 125 year old charity is a unique way to present the auto industry to New York City’s wealthiest movers and shakers while raising money to help disadvantaged youth.
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“I THINK THAT FOR THE PAST FEW YEARS, THE AUTO INDUSTRY HAS BEEN HOT WITH AN INFLUX OF NEW TALENT FROM DIFFERENT DISCIPLINES, SO I'M VERY OPTIMISTIC ON OUR INDUSTRY'S FUTURE. WITH EMERGING AUTONOMOUS AND ADVANCED FEATURE TECHNOLOGIES THIS INDUSTRY OFFERS A BRIGHT FUTURE WITH A LOT OF PLACES TO GO PROFESSIONALLY.” J.D. Power and Associates, NADA and the New York Auto Show brought together leading experts in the industry for the eighth annual Automotive Forum in New York City to discuss navigating through the auto industry’s changing times. AUTOMOTIVE FORUM BRINGS INDUSTRY LEADERS TOGETHER IN NYC
J O H N H I N R I C H S , E V P A N D P R E S I D E N T, G L O B A L O P E R AT I O N S , F O R D
E V E N T S A T T H E A U T O S H O W
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WORLD TRAFFIC SAFETY SYMPOSIUM MOVED TO PRESS DAYS Autonomous vehicle safety was the focus of the panel discussions at the World Traffic Safety Symposium. Experts from NHTSA, U.S. DOT, General Motors, Kia, Consumer Reports, Uber, AAA, and the United Nations debated the critical safety issues surrounding their introduction. The packed event was moved from its usual spot during the public week of the Auto Show to Press Preview Week, to encourage even greater media and OEM participation.
EMERGING TECH FAST PITCH SHOWCASE Six game-changing emerging mobility tech companies faced off against each other at the first-ever New York Auto Show Fast Pitch event. Throughout both press days, Drive.ai, Otonomo, Romeo Power, Valens, Via and Witricity were featured in a special exhibit area before presenting a five-minute company pitch in front of a live audience and a panel of respected judges. Valens was selected as the New York International Auto Show's Emerging Tech All-Star . Judges included: Dawn Manley, Steve Girsky, Seval Oz, Dave Shepardson and I.P. Park.
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FIRST-EVER SUPERCAR FORUM TAKES FLIGHT IN NEW YORK The first-ever New York Auto Show Supercar Forum brought together a panel of expert speakers from Koenigsegg, Spyker and Rimac to discuss the future of supercars. The forum proved that the global supercar phenomenon shows no signs of slowing down as start-up companies emerge to take on the established brands in the highly-prized supercar space. The event was moderated by veteran international automotive journalist Mike Rutherford. “MANY OF MY CLIENTS DON’T HAVE TO BE PERSUADED TO PURCHASE THIS CAR OVER A RIVAL. IF THEY LIKE THE KOENIGSEGG PLUS THE SPYKER AND RIMAC, THEY’LL ORDER ALL THREE.”
TA R I Q A L I , K O E N I G S E G G A M E R I C A S S A L E S D I R E C T O R
E V E N T S A T T H E A U T O S H O W
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MEDIAPOST ADVERTISING CONFERENCE: THE CONVERGENCE OF NEW TECHNOLOGY AND NEW MARKETING
This year’s Annual MediaPost Marketing Automotive Conference brought together experts from the advertising, design, branding and automotive industry to explore how the convergence of new technology, new marketing and new audiences will impact the way vehicles are marketed and advertised to consumers in the coming years.
“THIS CONFERENCE TACKLES ISSUES THAT REALLY MATTER TO AUTO MARKETERS. IN A BUSY NYIAS SCHEDULE, EVERY MARKETER NEEDS TO MAKE TIME FOR IT.”
I A N B E AV I S , C H I E F S T R AT E G Y O F F I C E R , A M C I G L O B A L
TECHNOLOGY COMPETITION: CELEBRATING YOUNG PEOPLE, INNOVATION AND CAREERS The nation’s best automotive education students competed for a share of $3m in scholarships and prizes at the National Automotive Technology Competition. The Competition brings the whole auto industry together to test students’ ability to diagnose and repair today’s high tech vehicles using advanced technology including onboard diagnostic systems.
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“I ENCOURAGE NEW YORKERS TO CONSIDER ELECTRIC VEHICLES AND HELP TAKE US A STEP CLOSER TO ACHIEVING OUR GOAL OF REDUCING EMISSIONS 40% BY 2030.” To celebrate Earth Day the New York Auto Show hosted a 15 electric vehicle parade to highlight the largest collection of electric and plug-in hybrid vehicles ever assembled in New York. More than 60 of the most efficient vehicles on the planet in every size and price category were on display for consumers. AUTO SHOW HOSTS 15 ELECTRIC VEHICLE PARADE
N E W Y O R K S TAT E G O V E R N O R A N D R E W C U O M O
E V E N T S A T T H E A U T O S H O W
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Acura TLX Alfa Romeo Stelvio Ti
Audi RS 3 sedan Audi R8 (2018) Audi TT RS BMW iPerformance e-Hybrids Buick Enclave Buick Enclave Avenir Buick Regal Sportback Buick TourX Dodge Challenger SRT Demon Ford Explorer Genesis SUV concept Honda Civic Type R Honda Civic Si sedan/coupe Honda Clarity PHEV Infiniti QX SUV concept Jaguar F-Type 4-cylinder Jeep Grand Cherokee Trackhawk Kia Rio sedan Kia Rio hatchback Koenigsegg Agera RS1 Lexus LS 500 F Sport Lincoln Navigator Mercedes-AMG E63 wagon Mercedes-AMG GLC63 Mercedes-AMG GLC63 Coupe Mercedes-AMG GT sedan concept Mercedes E Class convertible Mitsubishi Outlander Sport Nissan 370 Heritage Edition Nissan GT-R Track Edition Porsche Panamera Sport Turismo Porsche Panamera Turbo S E-Hybrid Honda Clarity EV Hyundai Sonata
DEBUT VEHICLES Each spring, New York becomes the global stage for a wide range of important new vehicle launches.
Porsche 911 GT3 Porsche 911 GTS Range Rover Velar Rimac Concept One Spyker C8 Preliator Spyder Subaru Crosstrek Subaru Outback Toyota FT-4X SUV concept Toyota Sienna
Toyota Yaris Volvo XC60 Volkswagen Alltrak Volkwagen e-Golf Volkswagen Golf Volkswagen GTI/R
“ NEW YORK IS ONE OF THE MOST INSPIRATIONAL, MOST DIVERSE AND MOST VIBRANT CITIES ON EARTH. AND THIS IS EXACTLY WHY WE’VE COMMITTED TO REVEALING EVERY GENESIS CONCEPT VEHICLE RIGHT HERE IN NEW YORK AT THE AUTO SHOW . ” M A N F R E D F I T Z G E R A L D , H E A D O F G E N E S I S B R A N D
5 1 D E B U T V E H I C L E S
ATTENDEE SURVEY B y taking a deep-dive into the minds of New York International Auto Show attendees to discover why they’re coming and what actions they plan to take as a result of their visit, our attendee survey consistently reports that visitors are serious about purchasing or leasing a vehicle in the near future and that attending the Show significantly increased their purchase consideration. The annual Attendee Survey is conducted by Foresight Research, a long-running research firm specializing in automotive surveying. Their clients also include many of the exhibiting OEMs at the Show. They assess the impact and influence the Auto Show and ROI of participation by exhibitors · 750 Auto Show attendees were interviewed at multiple locations of the show to obtain a diverse sampling of visitors. · The interviews took place between April 14 and 17, 2017. Local Resident Interviews · 500 households in the Greater New York Metropolitan Area received surveys. · Households were surveyed via the internet within 10-14 days of the close of the show. The results of these surveys are reported in the study as “Local Attendees.” · This data is weighed demographically according to the New York CSA population to ensure proper representation. and sponsors through their surveys. The study was conducted in two parts: Exit Interviews
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CONSUMER INTENTIONS
The New York International Auto Show attracts a sizable pool of qualified prospects looking to discover their next vehicle purchase.
13 %
0- 3 MONTHS
I NTENT I ON TO PURCHASE 64 % OF ATTENDEES ARE IN THE MARKET FOR A NEW VEHICLE WITHIN THE NEXT 12 MONTHS, SIGNIFICANTLY HIGHER THAN INTENTION IN THE LOCAL MARKET (46%)
25 %
4-6 MONTHS
26 %
7-12 MONTHS
31 %
12+ M O NTHS
5 %
NEVER/NOT SU RE
0019
V EH I CLE COMPAR I SON 57 % OF VISITORS USE NYIAS TO COMPARE VEHICLES BEFORE GOING TO A DEALERSHIP POST- SHOW PLANS 87 % OF ATTENDEES WILL VISIT A DEALERSHIP OR DEALER OEM WEBSITE
SHOW IMPACT ON BRANDS 40 % OF VISITORS ADDED BRANDS TO THEIR CONSIDERATION LIST (29% SUBTRACTED BRANDS) WORD OF MOUTH 56 % WILL TALK ABOUT NEW CARS WITH FRIENDS AND RELATIVES
C O N S U M E R I N T E N T I O N S
4.5 HOURS AV ERAGE T IME SPENT AT SHOW A HALF-HOUR LONGER THAN IN 2016 AND AN HOUR LONGER THAN THE NORM “I LOOK FORWARD TO GOING TO THIS EVENT EVERY YEAR. WITH NEW CARS READY TO BE SEEN, IT'S THE SHOW ITSELF THAT MAKES THE EXPERIENCE SO MUCH FUN. WITH SO MUCH SPACE AND CARS I FEEL LIKE I NEVER HAVE ENOUGH TIME TO SEE IT ALL BUT THAT'S THE BEAUTY OF THE EVENT.”
K E V I N K I N G , N E W Y O R K I N T E R N AT I O N A L A U T O S H O W AT T E N D E E
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ATTENDEE EXPERIENCE
Attendees are spending more time at the show discovering and learning about the new products available to them and what to expect in the future from the automotive industry.
MESSAGES I NFLUENC I NG AT TENDANCE
1 / SEE NEW VEHICLES JUST COMING OUT
85%
89%
87%
2 / ITS FUN AND ENTERTAINING
78%
87%
88%
3 / EXOTIC OR CLASSIC CAR DISPLAYS
67%
48%
45%
4 / CONCEPT CARS ON DISPLAY
66%
61%
56%
5 / COMPARE AND SHOP BEFORE DEALER VISIT
55%
66%
51%
6 / LEARN ABOUT VEHICLE ACCESSORIES
55%
43%
AGE 18-34 AGE 35-54 AGE 55+
49%
7 / LEARN ABOUT NEW ELECTRONIC FEATURES
72%
48%
46%
A T T E N D E E E X P E R I E N C E
SHOW DEMOGRAPHICS As the purchasing power of millennials continues to grow, the New York International Auto Show increasingly attracts a diverse group of attendees. Y E A R I N R E V I E W 2 0 1 7 0022 THE SHOW DREW A COMPARABLE MIX OF MILLENNIALS AND CONTINUES TO YIELD A HIGHER ASSORTMENT OF GEN XERS AND BOOMERS. 39 % AGE 18-34 33 % AGE 35-54
28 % AGE 55+
THE NEW YORK INTERNATIONAL AUTO SHOW CONTINUES TO ENTICE VEHICLE SHOPPERS OF ALL BACKGROUNDS LOOKING TO DECIDE ON THEIR NEXT PURCHASE.
S H O W D E M O G R A P H I C S
MERCER Y E A R I N R E V I E W 2 0 1 7 0024 SUS SE X SOMERSE T
The New York International Auto Show attendance came from a wide geographical area with over 20 counties in the Tri-State area being represented.
DUTCHES S
MANHATTAN, NY .............. 18% BROOKLYN, NY................... 10% SUFFOLK COUNT Y, NY .............. 7% NASSAU COUNT Y, NY .............. 5% QUEENS COUNTY, NY ........... 5% BERGEN COUNT Y, NJ ................ 5% BRONX COUNTY, NY ............ 5% WESTCHESTER COUNT Y, NY ..... 4% MONMOUTH COUNT Y, NJ .......... 4% ESSEX COUNT Y, NJ .................. 4% HUDSON COUNT Y, NJ ............... 4% MORRIS COUNT Y, NJ ................ 3% MIDDLESEX COUNT Y, NJ........... 3% FAIRFIELD COUNT Y, CT ............ 3% STATEN ISLAND, NY ............ 2% PASSAIC COUNT Y, NJ............... 2% UNION COUNT Y, NJ .................. 2% OTHER METRO AREAS .............. 2% OUT OF AREA .......................... 12%
NE W HAVEN
PUTNAM
OR ANGE
FAIRFIELD
WESTCHESTER
ROCKL AND
PAS SAIC
BERGEN
MORRIS
SUFFOLK
ES SE X
NAS SAU
HUDSON
UNION
OF VISITORS COME FROM OUTSIDE NEW YORK CITY'S FIVE BOROUGHS 60 %
MIDDLESE X
MONMOUTH
0025
20 17 ANNUAL HOUSEHOLD I NCOME KE Y STATS
OF VISITORS EARN MORE TH AN $100,000 A YEAR (LOCAL POPULATI ON: 34%)
OF ATTENDEES EARN OVER $150,000, ALMOST TWICE THE MARKET
20 17 ANNUAL HOUSEHOLD I NCOME
% UNDER $25K
% $150K TO $199K
% $50K TO $99K
%
% $100K TO $149K
% $25K TO $49K
$200K+
2 % OTHER
12 % ASIAN/PACIFIC
34 % WHITE/CAUCASIAN
D I V ERS I T Y Each year the ethnicity of visitors becomes more balanced and reflective of the local population.
23 % HISPANIC/LATINO
29 % BLACK/AFRICAN AMERICAN
S H O W D E M O G R A P H I C S
THIS YEAR’S “GIRLS NIGHT OUT” EVENT GENERATED 107 MILLION SOCIAL MEDIA IMPRESSIONS NATIONALLY, MAKING THIS OUR BEST GNO EVENT YET WITH AN
SPONSOR LIST
INCREASE OF 118% OVER 2016 (49 MILLION).”
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GIRLS NIGHT OUT
In an effort to continuously reach the female attendee, The New York International Auto Show annual "Girls Night Out" Event hosted with She Buys Cars invited 105 women bloggers and influencers to experience the Show before it opened to the public.
Through the efforts of the program’s sponsors, these bloggers enjoyed a welcome reception with insights from influential guest speakers, a private tour of the Show floor, in-depth social media sessions, networking and specialized parting gifts.
6,541 TWEETS
107 MILLION TIMELINE DELIVERIES
3,000
40,000,000
2,250
30,000,000
1,500
20,000,000
750
10,000,000
0
0
#GIRLSNIGHTOUTNYIAS CAMPAIGN RECAP 4/7 - 5/23
G I R L S N I G H T O U T
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A DIVERSE APPEAL, INCLUDING TECH, LIFESTYLE, FASHION & PARENTING INFLUENCERS WITH SIGNIFICANT HISPANIC AND AFRICAN- AMERICAN AUDIENCES.
During the Girls Night Out event, the New York City women influencers who attended the event reached a broad audience including: KE Y F I GURES
PAGE VIEWS PER M ONTH
FACEBOOK FANS
TWITTER FOLLOWERS
LOOKING FOR AN UPGRADE OR JUST GAWKING – THE NEW YORK INTERNATIONAL AUTO SHOW IS A GREAT STRESS-FREE WAY TO LOOK, TOUCH AND SIT IN MANY OF THE BEAUTIFUL CARS ON DISPLAY.” “WHETHER YOU’RE IN THE MARKET FOR A NEW CAR, S U Z A N N E C H A N , M O M C O N F E S S I O N A L S . C O M
INSTAGRAM FOLLOWERS
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HANDBAG CHALLENGE
To continue the excitement of Girls Night Out, New York International Auto Show attendees were encouraged to participate in the Handbag Challenge. A contest calling for women who attended the event to take a seat in their favorite vehicle at the Show, snap a selfie, and post it to social media using #HandbagChallengeNYIAS and explain why they chose that vehicle for a chance to win a designer handbag.
THE #HANDBAGCHALLENGENY I AS GENERATED :
TWEETS 753 INSTAGRAM POSTS 175
FACEBOOK POSTS 28 TOTAL ENTRIES FOR 6 DESIGNER BAGS 956
TWITTER IMPRESSIONS 9.4 M PEOPLE REACHED 3 M
G I R L S N I G H T O U T
MEDIA REPORT T he New York Auto Show is uniquely placed to benefit from its location in the media capital of the world. As the largest media market in North America, New York City is home to some of the most important newspapers, magazines and television studios as well as media conglomerates like CNN, Hearst, NBCUniversal, The New York Times , Thomson Reuters, Fox, Time Warner, and Viacom. It is also home to more than 200 newspapers and 350 consumer magazines and it has a uniquely diverse population who enjoy 270 newspapers and magazines published in more than 40 languages. Always at the cutting edge, New York is also home to major online media companies, including the Huffington Post, Weblogs, Inc., BuzzFeed and VICE Media.
T H E N U M B E R S 91,220 ONLINE ARTICLES 34,460 USAGE OF THE #NYIAS HASHTAG ON TWITTER AND INSTAGRAM
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SOCIAL MEDIA The use of social media continues to be a vital component of the New York International Auto Show marketing strategy. This year, we took the approach of planning our campaign around one powerful theme, “What’s Your Drive?,” allowing us to produce and release content that ignited the excitement in our followers who continue to hold the passion for automotive all around the world. We planned our social content by people, allowing us to target diverse communities with direct messaging. The outcome surpassed years prior, including 1.76 billion impressions and one of the most commended campaigns in the history of the New York International Auto Show.
IN 2017, NYIAS GENERATED 1.76 BILLION SOCIAL MEDIA IMPRESSIONS, A 3.5% INCREASE OVER 2016
S O C I A L M E D I A
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As video continues to triumph in the realm of social media, we utilized Snapchat and Instagram stories to distribute snackable sized video bits to distribute the highlights of the Show to our followers.
I NSTAGRAM Instagram’s newest video feature assisted us to further engage with the platforms fast-growing daily users. A total of 496,000 views occurred on the New York International Auto Show Instagram story. SNAPCHAT Snapchat has become one of our most exciting platforms for sharing content and engaging users. It allows us to give our audience what they want, real- time and engaging content. We r eleased a filter on the first Press D ay for press to use to highlight an d tease this year’s debuts. Th e New York International Auto Sho w Instagram story had a tot al of 144,628 views.
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FACE BOOK 10.6 % I NS TAGR AM 37 % SOC I AL MED I A FOLLOWER GROWTH
T W I T T E R 10.8 % S NAP CHAT 17.7 %
NY I AS G I F MACH I NE Asking “What’s You r Drive?” was taken to a greater level when we introduced the GIF Machine weeks before the Show on our social med ia channels, building the antici pation of the Show. It was an in teractive platform which allowe d users to create and share thei r own version of the 2017 Show po ster. Selecting a ride and terrain from a number of vehicles, roads, en vironments, and taglines, users had the opportunity to pos t their creation on their own soc ial channels with #NYIAS, and they did, resulting in a 1.3M reach on Twitter. 1.3 M REACH ON TWITTER
S O C I A L M E D I A
MEDIA IMPRESSIONS 2,484 PUBLICATIONS 1,463,798,964 PRINT IMPRESSIONS PR I NT 344 RADIO SEGMENTS 72,259,843 RADIO LISTENERS RAD I O 1,408 TV PROGRAMS TELE V I S I ON ONL I NE Y E A R I N R E V I E W 2 0 1 7 0036
852,465,876 TV VIEWERSHIP
975,105,879 ONLINE MENTIONS 367 MILLION IMPRESSIONS IN TOP 25 INTERNATIONAL MARKETS
0037
TOTAL IMPRESS I ONS OVER 3.7 BILLION NEW YORK CITY, WHERE TRENDS ARE FORMED AND NEWS MADE.
With the four major American broad- cast networks, ABC, CBS, Fox and NBC all headquartered in New York City, along with many cable channels as well, automakers participating in the Show are uniquely positioned to bene- fit. No other automotive event allows the OEMs to reach such a broad and diverse group of automotive, lifestyle, consumer, business and technology journalists and influencers in one place. This year, as well as appear- ances on every national morning show, many media outlets chose to package the Auto Show into a unique prime time event for their viewers. TELEVISION SPECIALS Y E A R I N R E V I E W 2 0 1 7 0038
CARS I N DEMAND : CONSUMER AND L I FEST YLE MED I A EMBRACE THE SHOW
“THE GLOBAL AUTOMOTIVE MEDIA’S PRESENCE IS A GIVEN AT AN EVENT LIKE THIS, BUT IT IS THE ACCESS TO THE WORLD’S CONSUMER, LIFESTYLE, FASHION, TECH AND BUSINESS MEDIA THAT ALLOWS AUTOMAKERS MAKING DEBUTS TO EXTEND THEIR REACH FAR BEYOND THE AUTOMOTIVE.” M A R K S C H I E N B E R G , G N YA D A P R E S I D E N T
0039
“L I V E WI TH KELLY ” “Auto Show
FOX SPORTS With exclusive coverage and
Week” on LIVE with Kelly continued its springtime tradition with five days of programing featuring 20 all-new vehicles. Each year, the latest and greatest from the automotive world are showcased throughout the week on LIVE . This year's roundup included 20 exciting vehicles. Here's a look at them: MONDAY, APRIL 10: "Auto Show Week" on LIVE kicked off with a look at Sports Cars, including the U.S. debut of the all-new Honda Civic Type R. TUESDAY, APRIL 11: Crossovers and SUVs, showcasing the U.S. de- but of the all-new Range Rover Velar, in addition to many of the other latest models. WEDNESDAY, APRIL 12: The world debut of the all-new Buick Regal highlighted LIVE 's look at a se- lection of the newest Sedans. THURSDAY, APRIL 13: LIVE show- cased a wide variety of 'green' cars, including the world debut of the all-new Honda Clarity Plug-in Hybrid. FRIDAY, APRIL 14: LIVE closed out the week in spectacular fashion with a full line-up of Luxury and High Performance world debut vehicles, highlighted by the highly-anticipated Dodge Demon.
behind-the-scenes action, Fox Sports premiered its one-hour special from the 2017 Show on FS2. The special also aired at the same time, on FSR, Fox Sports Racing, in Canada and the Caribbean, giving the show an international reach. The special featured highlights from the more than 50 new car debuts, as well as the latest in concepts and new car technology, including autonomous vehicles. The Fox Sports New York Auto Show special is produced by High Impact Television. WABC “ I N THE FAST LANE” WABC aired a live one-hour special called In the Fast Lane on the first Saturday of the New York Auto Show. Eyewitness News
“OUR PARTNERSHIP WITH FOX SPORTS ALLOWS US TO
BROADCAST TO CONSUMERS FAR AND WIDE WITH AN EXCLUSIVE OPPORTUNITY TO SEE SOME OF THE MOST EYE-POPPING AND SIGNIFICANT VEHICLES THAT ARE COMING TO MARKET.” T O R E D I E T R I C H , P R E S I D E N T, H I G H I M PA C T T E L E V I S I O N
meteorologists Lee Goldberg and Amy Freeze were joined by Sports Anchor Ryan Field to go behind-the-scenes of this year's New York institution. The special included extensive coverage of the Show and backstage footage of the event. “IT’S A TURBO-CHARGED CAR LOVERS PARADISE.” L E E G O L D B E R G , WA B C M E T E O R O L O G I S T
T E L E V I S I O N S E P C I A L S
OTHER Y E A R I N R E V I E W 2 0 1 7 0040 SUPPLIER AGENCY FINANCIAL OTHER OEM GROUPS
MEDIA INDUSTRY REGISTRATIONS
MED I A CONT ENT BY T Y PE
2017 MEDIA REGISTRATIONS PRINT MEDIA
1,187
RADIO MEDIA
159 887
77 %
12.3 %
TELEVISION MEDIA
2 0 1 5
ONLINE MEDIA
2,547
POST PRESS DAYS
284
10.7 %
1,401
MEDIA TOTAL
6,465
78.7 %
2017 INDUSTRY REGISTRATIONS MANUFACTURER
11 %
248 245 564 585
2 0 1 6
10.3 %
4,617
704 434
83.5 %
2 INCREAS E OVER 2016 AUTOMOTIVE FORUM INDUSTRY TOTAL
9.6 %
7,397
2 0 1 7
6.9 %
PRINT TELEVISION ONLINE
TOTAL MEDI A REGISTRATION S
TOTAL INDUSTRY REGISTRATIONS
0041
The New York International has been recognized for several diverse programs and accomplishments by some of the most prestigious publications and organization s in the U.S. SHOW AWARDS
ASSOCIATION TRENDS ALL MEDIA CONTEST GOLD WINNER
BIZBASH NEW YORK’S #1 TRADE SHOW & CONVENTION BEST TRADE/CONSUMER SHOW
CRAIN’S LARGEST TICKETED EVENT 6TH LARGEST ATTENDED EVENT IN NYC
EXPO E.X.C.I.T.E. AWARDS BEST ASSOCIATION SHOW BEST CONSUMER EVENT BEST MEDIA COVERAGE BEST SHOW OVERALL BEST MARKETING COLLATERAL
IAEE ART OF THE SHOW WINNER
NACS CONSUMER MARKETING AWARD
S H O W A W A R D S
Y E A R I N R E V I E W 2 0 1 7 0042 A R G E N T I N A El Ciudadano A U S T R A L I A A U S T R I A Kurier R744.com
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Auto Bild — Europe's largest car magazine.
Autobild.de Autogazette.de AutoScout24 Automobile Classics Auto Motor und Sport / Stuttgart Axel Springer SE
M O N T E N E G R O Automotoportal
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The Kathmandu Post
N E T H E R L A N D S De Telegraaf World Car Awards, The Auto Channel., A.o.
R U S S I A auto.mail.ru Automobile Online Magazine CAR.ru drive.ru Motor.ru Vedomosti Daily
SW E D E N 2030 Secretariat
S I N G A P O R E BenAutobahn.com
U . A . E . BBC TopGear ME English & Arabic
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0045
INTERNATIONAL MEDIA OUTLET COVERAGE
B R A Z I L A Tarde Agora São Paulo
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Auto Fácil Auto Press autoestrada.uol.com.br br.msn.com Car and driver
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A U S T R I A Salzburger Nachrichten
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Clarin / .com El Garage TV Los Andes Noticias
B A H R A I N Akhbar Al Khaleej
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B E L G I U M auto55.be AutoGids autogids.be AutoWereld / .be L´Echo Le Moniteur Automobile
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kreiszeitung.de kurierverlag.de leinetal24.de lokalo24.de
0047
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repubblica.it/motori sicurauto.it Tutto Fuoristrada
K U WA I T Al Anbaa ARAB Times
J A PA N Asahi Shimbun / .com autocar-mag.com autoc-one.jp car.watch.impress.co.jp carview.co.jp Chunichi Shimbun clicccar.com Driver
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H U N G A R Y Autó-Motor
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Y E A R I N R E V I E W 2 0 1 7 0050 U . A . E . Al Ittihad
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