Owned media outperforms earned media at CES 2023

January 9, 2023

Written by Benedict Nicholson
The Consumer Electronics Show wrapped up over the weekend in Las Vegas, and it was auto brands that dominated the headlines this time, with half of the top articles being about vehicles — with electric cars grabbing the headlines in a big way. 

CES has always been more about headline generation than actual public interest, as the conference has been a media darling for years. That was reflected again this year, as tens of thousands of articles were written, which between them only managed to achieve around 350k engagements (or an average of fewer than five engagements per article.)

timeline of coverage of CES
That wasn’t to say that nothing captured the public’s attention, however, as there were a few articles that managed to generate thousands of interactions. 

A notable winner in terms of public interest was Samsung, with the brand’s own news desk putting out two of the top stories about CES this year. Among these was a virtual tour of the brand’s ICX booth at the event, which gave an overview of new tech that could monitor a driver’s condition. This was by far the top article about tech at CES this year, with more than 45k engagements — or around 15% of the total engagement to the event overall, all from one single article.

Ram’s truck makes headlines among other electric cars

Many of the top articles were about cars though, and Ram was a particular beneficiary. Its new electric pickup was compared favorably to Tesla’s Cybertruck by Business Insider, and also received positive coverage in Car and Driver. Beyond Ram, Honda’s joint venture with Sony was also covered twice in the top ten articles. 

It was not just cars though, as electric bikes and airplanes from the likes of Verge and Stellantis also made it into the top ten.

Owned media wins out for many brands

While earned media is clearly a valuable tool for brands debuting products at CES, owned media is also a valuable part of the toolkit, as shown by Samsung’s success with its own newsroom. 

This extends beyond newsrooms to social media presence as well, with several brands highlighting their own presentations at CES on social media.

Sony was the most successful proponent of that, with its Facebook post about its new brand AFEELA, which received north of 50k engagements.

Generally, Facebook was a more successful platform for brands at CES than Twitter, with several posts seeing tens of thousands of engagements, in comparison to Twitter which had a handful of giveaways that generated engagement, but nothing akin to Sony’s success on Facebook. 

Instagram, which has traditionally been the domain of carmakers, was also a place where some brands saw success, with Mercedes Benz the most notable, showcasing its VISION EQXX on the platform. This post alone generated 83k engagements to the brand.

While it’s clear that there was a huge amount of media coverage of CES, it was not necessarily what resonated the most with the public, as brands’ own social media posts often performed better than any coverage they received. 

This is perhaps due to a lot of the products being conceptual or prototypes at this stage, where the authority of earned media matters less to the consumer than the more aspirational side of the product that brands are able to put forward better on their own terms. Either way, it is a further reinforcement that any coverage strategy needs to be multi-faceted, and that what works on owned channels does not always resonate in media coverage, and vice-versa.

If you’d like to see how beneficial monitoring owned and earned media can be to your brand, request a demo here. 

Related articles

The NewsWhip Daily

A weekday round-up that uses NewsWhip’s technology to predict the top stories of the morning, and show you the news you need to know to start your day. Insights are delivered direct to your inbox at 10am EST.

Daily newsletter

Wordpress Social Share Plugin powered by Ultimatelysocial