Global NCAP, Brasilia 2015

1. iihs.org
Reaching new audiences
through social media
Global NCAP Meeting
Brasilia, Brasil
November 15-17, 2015
Russ Rader
Senior Vice President, Communications

2. TV broadcasts and viewers
2003 vs. 2013
0
500
1,000
1,500
2,000
2,500
2003 2013
broadcasts
0
20
40
60
80
100
120
140
2003 2013
viewers (millions)

3. Network evening news ratings have declined
Average number of viewers per night (millions), 1980 vs. 2014
0
10
20
30
40
50
60
1980 2014

4. Network evening news audiences by age group
Pew 2012
0
10
20
30
40
18 to 29 30 to 49 50 to 64 65+

5. Among online adults, percent using Twitter
By age group, Pew 2015
0
10
20
30
40
18 to 29 30 to 49 50 to 64 65+

6. Our social media outlets
Twitter
– General news feed
YouTube
– Video repository including crash tests and educational clips
IIHS.org
– Centralized hub for highway safety research and vehicle ratings

7. IIHS twitter page
@IIHS_autosafety

8. IIHS Twitter subscribers and monthly views
As of November 5th, 2015
subscribers 7,981
average monthly views 220,000

9. Twitter activity after recent MTV music awards

12. Showcasing
IIHS content

13. Showcasing
IIHS content

14. Showcasing
IIHS content

15. IIHS YouTube page

16. YouTube subscribers and views
As of November 5th, 2015
0
40
80
120
160
IIHS Consumer Reports
Subscribers (thousands)
0
20
40
60
80
100
IIHS Consumer Reports
views (millions)

17. YouTube award
for surpassing
100,000 subscribers

18. IIHS
homepage

19. Key benefits of implementing social media strategies
Helps to amplify a message
Valuable tool for reaching untapped audiences
Serves as a news service and story-idea stream for media followers

20. iihs.org
More information and links
to our YouTube channel
and Twitter feed at iihs.org