AttributionAuto Match: taking automotive attribution research to the AOP Awards
Our award entry brings together ITVX audiences, Carwow data and Sophus3 measurement of post-advertising behaviour.
Automotive research and analysis
Research from automotive dataand live measurement work
Explore analysis drawn from eDataXchange automotive digital competitor benchmarking, media attribution, EV Index research, AI visibility and automotive customer-journey projects.
Explore the research library →Research sources
Automotive benchmarks, measurement studies and case studies
Go deeper with eDataXchange automotive digital competitor benchmarking, EV Index reports, summit recordings, media measurement and automotive client work.
Attribution
ResearchApp analytics, part two: build a reliable tracking foundation
With business goals agreed, the next step is making sure app tracking measures the right things, and measures them correctly.
ResearchApp analytics, part one: understand your customers better
Our Zapmap project began with business questions, not dashboards. Here is the first step in our three-part approach.
AI & SearchWhere is your brand losing out in AI search?
One overall AI visibility score can conceal serious gaps. Our three-market example shows why the topic matters.
EV IndexRecord numbers researching new EVs
The Q4 2025 Sophus3 EV Index recorded stronger consumer interest across several European markets, even as affordability remained uneven.
AttributionDon’t ‘over-optimise’ your auto ad campaigns
Sophus3 argues that over-reliance on click-based attribution can undervalue the brand and model activity that creates future demand.
EV IndexEV Index latest: UK sets pace for EV adoption
The UK moved ahead of Germany and France in the Sophus3 EV Index as consumer interest strengthened, while infrastructure and the used-EV market remained important constraints.
Market IntelligenceKey digital trends for your 2026 budget
Sophus3's 2026 view: Chinese brands are building digital share, AI-assisted search is changing brand-site traffic, campaign measurement matters more, EV readiness is improving and engagement remains under pressure.
Case StudyITV × Carwow: measuring what car buyers do after a TV ad
Auto Match links ITVX streamed-TV exposure with what in-market car buyers do next. Twelve months in, more than ten manufacturers have used it, and viewers are 181% more likely to visit the advertiser’s site.