Edmunds analyzed the online page’s traffic following the airing of the 4 car classifieds that aired at the 2024 Super Bowl. Which models stood out?
Few automakers participated in Super Bowl advertising this year, but those that did saw a noticeable increase in internet traffic after their ads aired.
Only four car commercials were shown during the 2024 Super Bowl, the same number as last year but down from six in 2019. This year’s lineup of vehicle advertisements was comprised entirely of import brands: BMW, Toyota, Volkswagen, and Kia.
Vehicle review platform Edmunds recorded adjustments in online page traffic after the football game compared to January averages, allowing the company whose logos benefited the most from its Super Bowl marketing campaigns. Even though all of the classified ads were successful in attracting customer interest for the applicable logo or model, the effects vary particularly between each of the 4 companies.
BMW’s “Talkin’ Like Walken” ad, which features the ifive and showcases the Five Series, generated the lowest traffic to Edmunds’ online page after it aired at the end of the first quarter. The site percentage for the ifive building increased from 806% to 1. 1% of all traffic, while Series Five as a whole saw a 246% increase to 1. 2%. Even though the automaker’s overall representation on Edmunds’ website has lagged far behind other brands, its Super Bowl ad is still a relative success. Visits to BMW-related sites increased by up to 18% to account for 7% of Edmunds’ website traffic.
Toyota’s “Dareful Handle” ad, which aired in the middle of the third quarter and focused on the 2024 Tacoma, came in third according to Edmunds’ post-event analysis. The new truck accounted for 10. 9 percent of Toyota’s traffic after the Super Bowl, up 846 percent from the average percentage of vehicles in January. The Toyota logo in total saw a respectable 34% increase in percentage, accounting for 22. 2% of search queries.
Volkswagen aired the second most successful car ad at this year’s Super Bowl. Titled “An American Love Story,” the ad takes audiences through the brand’s history in the United States, beginning with the arrival of the Beetle after World War II and ending with the launch of the new ID electric van. . Buzz. The new style accounted for 3. 7% of Edmunds traffic, a huge 5,527% increase from its January average. Volkswagen saw an equally impressive increase in overall searches for the brand, accounting for 11. 1% of page views, an increase of 189%.
Of all the automaker ads aired during this year’s Super Bowl, Kia’s EV9 “Perfect 10” ad was by far the most influential. “This is a winning moment for [Kia] for many reasons,” said Jessica Caldwell, director of Edmunds. “Kia’s EV9 ad followed the style of the ad success: it took a relatively unknown new vehicle and put it in the spotlight with a heart-wrenching Super Bowl ad that enticed consumers to connect and learn more. “EV9 site percentage increased from 4,773% at Edmunds to 20. 2%, an impressive feat for one of the least popular brands in the U. S. In terms of market share (between five and 6%). Kia cars accounted for 24. 2% of all online page traffic, up 229% from the brand’s average rating.
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