Last night’s Super Bowl where the New England Patriots triumphed over the Atlanta Falcons was historic. Not only because of the game itself, but because of the advertisements.
The Super Bowl has been the holy grail of advertising since Apple launched the MacIntosh in 1984. Today, just as many people tune in to see the ads as they do to watch the game. It’s a “tent pole” moment for any brand — including auto manufacturers – as advertisers spent upwards of five million dollars for a 30-second commercial during this year’s game. But, what’s more important is how a brand’s big Super Bowl moment translates into next moments of engagement online.
During the big game, we monitored traffic and search lift in real-time and compared the results to averages of the four prior Sundays. The results are in and they show the influence the Big Game has on consumers as well as the significant role that Cars.com plays as a leading destination in the mobile consumer auto shopping journey:
During the game, nearly 60 percent of visits to Cars.com came from mobile devices on game day.
- The nine auto brands with commercials during the game averaged a seven percent lift to their brand pages on Cars.com and a 238 percent lift to pages of specific models that were advertised during the game.
- In the eight minutes following their commercial, visits to Alfa Romeo pages on Cars.com saw a staggering 1,179 percent increase in comparison to the same time period prior to the airing of their spot — a sign that their Big Game investment was highly impactful.
Brand model pages also experienced significant search lift, particularly from mobile devices which increased by 1,074 percent for the brand models that were advertised during the big game. When compared to Cars.com traffic over the four prior Sundays, automotive brands who advertised during the Super Bowl saw the following lifts to their advertised model pages:
Alfa Romeo Giulia – 7,320%
Audi S5 – 1,391%
Buick Cascada – 424%
Buick Encore – 59%
Honda CR-V – 35%
Kia Niro – 497%
Lexus LC 500 – 861%
Lexus LS 460 – 888%
Mercedes-Benz AMG GT – 910%
It’s a significant investment on the part of auto manufacturers to advertise during the Super Bowl, and the resulting boost in traffic by make and model validates their choice to do just that. In 2017, we will continue to build a platform to create these influential audience connections — and in turn drives sales for our dealers — for every turn.
Interested in seeing the full press release? Click here.