Real-time media impact data could help JLR to survive and thrive

It’s been a challenging 12 months for Jaguar Land Rover, but this week has started with some positive news as it announces the resumption of some production in the coming days, after a cyber-attack forced the carmaker to suspend operations.

The big question, however, is what impact media coverage about the issues at JLR is having on consumer opinions of the brand?

The JLR cyber-attack on 31st August was the latest in a series targeting high profile brands including Marks & Spencer, Harrods, Co-op, Heathrow and other European airports. For JLR, it came after what can at best be described as a ‘mixed’ reception amongst the media to the launch of its ‘reimagined’ brand identity and concept car, the Type 00.

Earlier this year, Metricomm set out to discover what impact the media coverage surrounding the brand relaunch had on consumers, using brand tracking data from YouGov and Google searches for Jaguar and its main rivals. Our findings, contained in a whitepaper, included whether the media furore impacted purchase consideration – and more to the point, did it proactively help Jaguar’s main competitors?

The impact of media coverage on consumers is extremely powerful. It feeds directly into brand reputation, consideration and sales in ways that have never been previously understood. Looking at news impact over time shows what ‘business as usual’ looks like. This means product launches, PR campaigns and crisis events can be put into context.

As our Jaguar data highlights, media coverage can produce both headwinds and tailwinds for brands. For the first time, we can observe how the ‘lift’ and ‘drag’ exerted on a brand by media coverage plays out with consumers.

Real-time media impact data is invaluable in helping management to understand what in media coverage is driving customer response, and what communication strategies and tactics are subsequently needed to protect brand health.

For the senior management and PR team of JLR, such data could be a vital resource in helping the brand to not only survive, but to go on and thrive.

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