Super Bowl commercials are almost as eagerly anticipated as the game itself. This year’s broadcast in the US did not disappoint with commercials from nine automakers. US automotive portal Cars.com used to opportunity to analyse site traffic and determine how TV advertising translated to online activity.
Auto brands with commercials during the game averaged 7 percent lift to their brand pages on Cars.com and a 238 percent lift to pages of specific models on Cars.com advertised during the game.
“Advertisers spent upwards of five million dollars for a 30-second commercial during this year’s game, and the resulting boost in traffic to Cars.com demonstrates the power of this significant investment,” said David Greene, Cars.com data strategy manager in a statement.
“Cars.com is a trusted platform that consumers already use during every stage of their car shopping process, so it came as no surprise that consumers engaged with brands on Cars.com right after seeing the commercials.”
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 ad was highly impactful.
When compared to Cars.com traffic over the four prior Sundays, automotive brands who advertised during the Big Game saw the following lifts to their advertised model pages:
- Alfa Romeo Giulia – 7,320 percent
- Audi S5 – 1,391 percent
- Buick Cascada – 424 percent
- Buick Encore – 59 percent
- Honda CR-V – 35 percent
- Kia Niro – 497 percen
- Lexus LC 500 – 861 percent
- Lexus LS 460 – 888 percent
- Mercedes-Benz AMG GT – 910 percent