Automakers that bet big on prime-time advertising were among the winners of last night’s Big Game, with significant increases in customer traffic to their car-buying marketplace pages Cars. com® Kia, Toyota, Volkswagen, and BMW made waves with prime-time ads. highlighting electric cars and vans; however, Volkswagen won the festival with a whopping 394% increase in traffic in Cars. com after its “An American Love Story” ad aired.
Although Volkswagen’s ad saw the largest traffic increase in Cars. com, each and every logo that introduced a product to the game saw a triple-digit increase in market traffic.
“The biggest sporting occasion of the year is a great opportunity for brands to capture the attention (and drive action) of an engaged audience. At Cars. com, the effects are tangible,” said Jennifer Vianello, chief marketing officer, Cars. . com. “We’ve noticed automakers enjoying double or even triple-digit increases in traffic on Cars. com after their ad aired during the game, and this year was no different. Consumers are looking for a trusted destination and impartial to buy and studies what they saw during the game and Cars. com provides it to them.
While the automaker that ran an ad saw an increase in traffic on its overall logo pages in Cars. com, the express vehicle models featured in the ad also saw significant spikes in traffic, making it seem like consumers were rushing to Cars. com to learn more about those rides:
Methodology
Cars.com analyzed site traffic patterns for advertised car model pages during the eight minutes before each spot aired and again eight minutes after.
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