In addition to crowning the Kansas City Chiefs national champions, Sunday's Super Bowl reminded us of two truths. One is that TV advertising is by no means dead. Second, when people find a car they want or want to learn more about, they put down their nachos and go online.
Cox Automotive's Autotrader and Kelley Blue Book websites are among the largest and most popular consumer sites available. During Sunday night's championship game, our team studied traffic patterns and measured the impact of his four car-focused ads. Research notes include:
autotrader highlights
- Kia's 'Perfect 10' featured EV9 and recorded the highest model lift with an increase of 486% compared to pre-game levels. The brand as a whole was up 34% on him.
- Volkswagen's 75-year history in the United States was profiled in “American Love Story,” featuring everything from the original Beetle to the ID.4 and the future of the ID.Buzz. This spot helped the brand grow to be the number one brand in terms of in-game lift, increasing by 117%.
- Toyota's “Dareful Handle” features the Tacoma's fun and thrilling ride, and the brand is also an official partner of the NFL. Toyota already regularly boasts high shopper numbers, but as the game progresses, Toyota has the highest amount of research on his Autotrader among advertising brands, while Tacoma has the highest amount of research on his Autotrader among advertising models. I recorded it.
- BMW's 'Talkin with Walken' in Q1 saw 370% increase in i5 (second highest increase among Autotrader models), 28% increase in 5 Series, and 18% increase across brands brought about an increase in the rate of increase.
Kelley Blue Book Highlights
- Volkswagen ID.Buzz recorded the highest model lift of 13,500% above the pre-game baseline, propelling VW to first place in brand lift.
- Kia had the most shoppers of any brand advertised in Kelley Blue Book, and the EV9 had the most research of any advertised model.
- The second highest model was BMW's i5, which increased by 3,400%.
- Toyota had the second-highest number of shoppers among Kelley Blue Book brands.
Impact on EV
The team also looked at the impact on the EV segment, particularly in Kelley Blue Book. Overall, EV traffic experienced a significant increase (223% increase) on game night, while the hybrid study saw only a moderate increase in traffic (8% increase). Electric SUVs outperformed other segments in game night traffic growth.
The study resulted in two reports:
2024 Auto Bowl Game Night Results
Impact of big game advertising on EV segment
