The release of independent audience measurement data for the automotive category from Ipsos Iris confirms Drive.com.au as Australia’s second-most-visited online automotive platform in February 2024, behind market leader Carsales.com.au.
Ipsos Iris is the only audience measurement provider endorsed by the Interactive Audience Bureau (IAB), the peak governance body for the Australian online advertising industry.
The data released is the first online automotive platform audience data Ipsos has made publicly available since it commenced measuring monthly audiences for the category in 2023.
According to the February 2024 data, Carsales reported a 27% share of the available online audience and Drive 21%, with the brands accounting for nearly half of the national audience for online automotive content.
Australia’s core automotive editorial and car classifieds platforms recorded the following monthly audience volumes and category shares:
Automotive Category Online Audience:
1 Carsales.com.au 27% 3,097,918
2 Drive.com.au 21% 2,461,158
3 Carsguide.com.au 13% 1,503,014
4 CarExpert.com.au 9% 995,975
5 Autotrader.com.au 6% 691,840
6 WhichCar.com.au 3% 402,699
Total Automotive Category Audience 11,596,000
Drive chief executive Simon Halfhide said that after a lengthy period without automotive audience benchmarking data, Ipsos iris would now serve as the key independent and trusted reference point that media buyers, advertisers and auto brands needed.
“The IAB is pleased to see more rating data for the automotive category available in the market. The industry-endorsed digital audience measurement currency, Ipsos Iris, continues to be embedded across the publisher and agency ecosystem,” said Gai Le Roy, CEO of the IAB Australia.
“A measurement system that provides comparable and inclusive market data on thousands of websites and apps monthly with the same methodology underpinned by a media quality cross-device panel is an incredible resource for the industry.”
“Integrity and transparency are central to the Drive brand, and we’re delighted that one independently backed audience source is now available for our industry,” said Halfhide.
“To see a 45% YoY* increase in audience to Drive over the last year is a credit to our talented team of automotive experts and to the broader industry that has supported our journey over the last three years.
“The Ipsos data shows that Drive is realising our vision to be the clear no.2 destination for Australian car buyers during a period of immense change in the automotive industry.”
“Our audience growth over the past 12 months has been underpinned by consumer hunger for knowledge and trusted car advice. Drive is an inclusive brand that connects with all types of Australians through their channels of choice.
“More Australians are experiencing Drive online and via TV, BVOD, print, and radio and discovering our deep, authoritative editorial content, range of buying guides, annual Drive Car of the Year awards, weekly car lifestyle TV shows, and newly relaunched automotive marketplace that includes cars for sale and sell-my-car products.”
“We’re well on our way to reimagining the iconic brand equity Drive has created over the last 27 years. Drive is now a genuine automotive lifestyle network and high-quality car marketplace. We look forward to cementing our leadership position more deeply in 2024, including launching a new Customer Data Platform deeply integrated with the Nine Group,” he said.
