Car brand Tesla does not advertise. It does generate a lot of media coverage. Metricomm wanted to see what the likely impact of this on purchase consideration might be, compared to other car brands who invest heavily in advertising. Our analysis showed that there was a strong relationship between media coverage for Tesla Model 3 and UK Google searches for the brand. Statistically, this relationship could not be down to chance alone.
By contrast, the Ford Mustang Mach-E was heavily promoted by advertising spend. Metricomm showed that, in this example, advertising and media coverage worked together, with advertising creating a short-term spike in Google search and media coverage generating many more searches overall, over a longer time period.