Which Dealers Benefited Most from Super Bowl Ads?
In the hours after the Giants notched a Super Bowl win, some car advertisers were seeing consumer interest soar, a welcome result to the time and money spent for the coveted ad spots during the big game. But did these spikes last? Are shoppers still thinking about Lexus' first ever Super Bowl ad ever or Fiat's spot, which showed off a black and red 500 Abarth?
Some ads have had lasting power, including one luxury brand new to the Super Bowl scene, as well as one Korean nameplate.
And for Lexus' first-ever Super Bowl ad, which featured the Lexus GS 350, it finished off last week with a 190-percent lift in shopper consideration on Edmunds.com.
And the Kia Optima posted a 153-percent lift by the end of last week, according to Edmunds.com.
Commenting on the results, Edmunds.com senior analyst Michelle Krebs noted, "Lexus has a number of efforts under way — including the Super Bowl ad and its provocative marketing partnership with the Sports Illustrated swimsuit issue — to let consumers know this is not a boring luxury company, but a sexy, high-performance brand.
"As for the Optima, its success came by using the Super Bowl ad as a launching pad for a larger marketing campaign that included heavy ad placement on Edmunds.com's homepage. This sort of smart marketing strategy shows how Super Bowl advertisers can take full advantage of the buzz and further distinguish themselves from their competitors," she continued.
And wrapping up the top three, the Chevy Sonic placed third among Super Bowl advertisers, with an 107-percent lift.
But, in perhaps some bad news for the Italian OEM, the Fiat 500 Abarth had the biggest immediate lift (+3,354 percent) on Edmunds.com immediately after its game ad aired, but the spike didn't last.
Consumer interest declined by the end of the week, but the unit still held to an increase of 79 percent compared to the weeks before the big game.
And one domestic brand garnered both positive and negative consumer feedback for its "Halftime in America" ad. That said, Chrysler still saw a 15 percent increase in consumer interest by the end of last week.
But on the other hand, Chrysler's breakthrough "Born of Fire" ad featuring Eminem boosted the brand's consideration 87 percent in the week after it aired during last year's Super Bowl.
Acura's Big Game Ad Brings Shoppers to Dealer Websites
And with more news from the big game, in releasing its Promotional Impact Reports for the 2012 Super Bowl advertisers, Dataium found that Acura's commercial, "Transactions", which featured comedians Jerry Seinfeld and Jay Leno, delivered the most consumers to their franchised dealers websites
Following the commercial being aired, unique visitors on Acura's dealership websites increased by over 200 percent, the company noted.
Commenting on the results, Dylan Snyder, a senior analyst with Dataium stated, "Concerning the spike in Acura visitors, what's most interesting is the fact that there was no corresponding uptick in searches for the not-yet-released NSX supercar. This is a perfect example of the halo effect where the flagship model excited interest in the rest of the range."
And another luxury nameplate saw a considerable uptick in website traffic, as well.
Audi's "Vampire" commercial also generated a positive response, growing unique visitors on dealership websites by 100 percent after the commercial aired.
And moving on from nameplates, one specific model spurred a 140-percent rise in visitors to dealer websites, with the help of Motley Crue, MMA fighters and supermodels — the Kia Optima.
On the other hand, Cadillac's "Go To Green Hell" ad had the least impact with visitors on its dealership websites, decreasing by 30 percent once the commercial was televised.
And the Hyundai ad for its Veloster Turbo featuring the cheetah saw a 34-percent decline in searches once the ad was televised.
And even through positive growth in the industry is expected for 2012, the number of commercials within the automotive category during the 2012 Super Bowl declined by 22 percent over the previous year.
But although the number of commercials declined in 2012, the number of manufacturers that advertised during the event increased by 8 percent.
Four brands, BMW, Mercedes-Benz, Mini and Nissan advertised in 2011 but chose not to play the Super Bowl advertising game at all in 2012.
In contrast, five brands, Acura, Cadillac, Fiat, Lexus and Toyota sat out last year's game but produced ads for the 2012 event.
Lastly, in 2011, Chevrolet ran the most ads during the game, while in 2012; they tied with Hyundai for the most commercials, with a total of five for both brands.