You can’t separate home fuel cell stories from the Tesla brand now that Elon Musk has firmly established his mega lithium ion battery factory deep in the Nevada desert.
Home fuel cells are essentially the electric storage element in an alternative home energy “system”. You may have an array of solar panels on your roof, or an actual wind generator on your property. And while these energy investments generate power to your home, and in some cases back onto the electric grid, they are not set up to actually store the captured electricity for off-peak use, i.e., when the sun is not shining or the wind is not blowing.
Enter the home fuel cell.
The topic is almost exclusively covered in online sources with few if any mentions in broader, or more traditional media channels (print/broadcast). But the topic has gained some media momentum with the completion of Tesla’s massive battery factory in Nevada and the introduction of a lower-priced, lithium ion powered car from the company’s Fremont, California factory.
From a media metric perspective, the topic advanced well ahead of its trailing 12-month average, ending the latest May news cycle up +4 points or +8 percent at a moderate rating of 48.
This also might be good time to introduce the idea of “media influences” into the lexicon of media measurement. Let’s take Tesla and home fuel cells as an example.
Tesla is a publicly traded stock, currently trading at $220.50 on my latest Google Finance widget.
Now if you were so inclined to see if the media narrative around Tesla had any effect on the trading stock itself, you might look at how often the Tesla brand is discussed in the media. But that doesn’t tell the whole story.
You need to widen your scope and assess story lines and topics that influence the market dynamics in the Tesla valuation. Home fuel cells is one such example. Financial analysts and stock traders know this all too well. Call it seeking alpha, i.e., identify and regress the business and market drivers, determining which of these earn and drive media coverage and quantifying their presence in the media along with their respective deltas. Significant complexity kicks in at this point, but the heavy lifting is really about building a focused and accurate mini-catalog of measurable media influencers that tie back to the trading stock.
After tracking all the important topics in a sector, along with the corporate and product-level brands operating in that same sector, you can begin to model media and stock value correlations. Again, these are likely to be just part of an overall model that includes many market and company indicators. But with a little influence mapping, you can build the components of amazing media influence model to support equity and asset modeling.