Lincoln MKZ Super Bowl Ad Drives Active Shoppers to Dealer Websites
The Lincoln MKZ commercial, titled “Phoenix”, generated the largest increase in traffic to dealership websites on game day among in-market auto shoppers
Nashville, TN — 02/08/2013 — Dataium, the largest aggregator of in-market automotive shopper behavior, today released its annual Super Bowl Promotional Impact Report for automotive advertisers. The report details the impact of the automotive commercials, aired during the Super Bowl, on successfully engaging in-market shoppers and driving traffic to auto dealership websites.
The report shows the Lincoln MKZ commercial, “Phoenix”, had the greatest influence on active in-market auto shoppers, with interest in Lincoln models increasing by almost 180% after the airing of the commercial. Additionally, intensity around the brand continued into Monday, increasing almost 5% as compared to an average Monday in January. Dylan Snyder, a Senior Analyst with Dataium, stated, “While the Phoenix ad may not have been the most popular among football fans, it clearly resonated well with in-market auto shoppers.”
The 2014 Mercedes-Benz CLA-Class commercial, featuring super model Kate Upton, was a not too distant second, with shopping intensity for the Mercedes brand spiking by 150% within five minutes of the ad airing. Additionally, on the day after the game, interest in the brand surpassed that of Lincoln, and all other game day advertisers.
In contrast, Mazda’s “Incredible World” ad, featuring the 2013 CX-9, had the least impact on in-market shoppers, with intensity for the brand decreasing by almost 20% once the ad aired.
Overall, online auto shopping was down almost 50% on game day, as compared to an average Sunday in January. However, the flood of automotive ads during the game, helped bolster online auto shopping on the day following the Super Bowl.
Mobile usage during this year’s game was up slightly, 32% of shoppers used a mobile device this year, compared to 28% on an average Sunday, but almost tripled since last year. Additionally, the report shows that for the straight third year, the iPad’s mobile share declined, from a high of 66% in 2011, to 56% in 2013. Conversely, the iPhone’s mobile share has doubled over the past two years, from 10% in 2011 to 22% this year.
The Promotional Impact report for automotive advertisers during the 2013 Super Bowl is available for download, with more expanded or custom analysis available for purchase at www.dataium.com/library. The report can be customized to include mobile usage trends during the game, along with performance statistics by make, model, market, and keyword.
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