Lyft has kind of become the “Avis” in the car sharing brands sector, the perennial second to the behemoth, Uber. “Try harder” kind of messaging, except Lyft’s message is more: “try better.”
And trying better it is, with Lyft’s announcement in January of a strategic partnership with General Motors to create an integrated network of on-demand driverless vehicles. For the January close, Lyft’s media rating (0-100 indexed score of media prominence) across global news channels is up +5 points to 83, a new high for the #2 media-ranked car sharing brand. (Uber also had a good month, advancing +3 points to close January at a very strong 93.)
So if you’re the communications manager at Lyft (or the agency of record), this is the kind of media profile you want to see.
- The topline media rating is up +5 points over the prior month to a new high of 83, ranking it #2 behind Uber in the car sharing brands sector.
- 225,781 media mentions across traditional, social, and search media translated into $2,323,298 in media value.
- Media visibility is up +17 percent over the prior year and +49 percent over the cumulative 4-year period.
- Media momentum is building and showing a positive turn over the prior 3-months.
- All media segments show strong and consistent contribution to the topline rating.
- At 89%, positive sentiment is ahead of the sector average of 79%.
Just like the classic Hertz vs. Avis brand battle, there is a large buffer between Lyft and its nearest #3 rival — Car2Go at a 49 rating. From a media visibility perspective, it’s a two-horse race for the top position.
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