NEW YORK -

How best to deliver marketing messages to potential customers is almost always on the minds of dealers and brand managers alike.

Questions including, “Which demographics should I try to reach?” and “What context should my commercial include?” are bound to come up in the office on a daily basis. With that in mind, brand strategy firm NewMediaMetrics has launched a new study designed to answer some of these questions for major OEMS.

In its annual “360 Cross-Platform Emotional Attachment” study, the company aims to measure “consumer attachment to brands and then pinpoint the media properties that will deliver their (OEMs) messages to their most avid customers.

“That way exists and it has proven effective in moving the needle on sales,” officials added.

The study, which measures consumers’ emotional attachment to media types ranging from TV networks, websites, newspapers and magazines (digital and print) and mobile apps to out-of-home media such as cinema and shopping malls, found that Infiniti is the most “attaching” luxury auto brand followed by Cadillac and Mercedez Benz. 

As for non-luxury nameplates, Honda topped the list for “most attached” customers, followed by Hyundai and Toyota.

Offering a bit more background on the study, “NMM’s 360 Cross Platform Study aligns the high-value customers of more than 350 consumer brands to the media and content they most intently consume or ‘pull’  to them and view,” officials explained.

“Through its proprietary methodology of measuring emotional attachment, NewMediaMetrics can identify with pinpoint accuracy, the media that will most likely generate ROI for brands,” they added.

The company also shared a few highlights from its study.

First up, it shared the top 10 interests of most attached Infiniti consumers — listing News, Sports/Athletics, Nutrition, Politics, Science/Engineering and Tech, Animals/Nature, Health, Travel, Cooking and Financial/Investment.

As for Honda, the company delved into which TV networks the Japanese nameplate’s customers watch the most.

The company found the top five TV networks of most attached honda consumers are ABC, NBC, Fox, CBS and Discovery.

Lastly, for one domestic luxury brand, the company took a look at print media.

The top 10 read  magazines of most attached Cadillac consumers are Men’s Health, Rolling Stone, Sports Illustrated, People, Travel & Leisure, TV Guide, Entertainment Weekly, Fitness, and Food & Wine, according to the study.