Chicago Auto Show Sets Benchmark for Others to Follow

This past year 10 U.S. auto shows retained Foresight Research to perform studies at their shows. Each study included in-display and exit surveys as well as post-show research. The Foresight study concluded that Chicago sets a benchmark for others in creating awareness, show attendance and follow-up auto sales stating, "The attendees at the Chicago Auto Show appear to be more enthusiastic, more motivated, and more engaged in coming to and participating in the auto show than most cities."

Other noteworthy points from the survey include the following:

• The Chicago Auto Show posted a 96% awareness level with local residents.
• More than half of Chicago Auto Show attendees were 12-month intenders.
• Chicago Auto Show attendees were twice as likely as local residents to intend to purchase a new vehicle within 3 months.
• Nearly 1 in 4 of all local area resident households attended the show. Of the 12-month intenders in the local area, half attended the show; almost triple the representation of non-12-month intenders.

While shopping at the show, the study showed that attendees both enlarged and solidified their consideration set. More than two-thirds gave consideration to at least one new brand to consider, and half of 12-month intenders reported that they had very likely made a final choice.

Specifically, Chicago is the only show to offer multiple indoor test tracks and outdoor ride and drive opportunities. The study notes that "Ride and drive participants spent almost an hour more at the auto show than non-participants. The average time spent by all attendees was slightly more than 3 hours."

"The Foresight findings speak very well of the health and impact of our show," said Dave Sloan, general manager of the Chicago Auto Show. "The data proves that our show has a broad appeal and is a strong motivator for consumers. There's no argument that ours is the preeminent consumer show in the U.S.," Sloan added. "No other show has the undisputed king of convention centers in McCormick Place, and our audience of potential customers is not tied to any particular brand."

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