Super Bowl ads drove auto activity online

Does paying millions of dollars for a spot in the Super Bowl work? www.Edmunds.com reports evidence that it does.

The auto information website said it noted a significant boost in site traffic for Hyundai, Audi and Kia since the automakers’ advertising ran during last Sunday’s Super Bowl on CBS.

Hyundai ran the most ads during the Super Bowl of any car company, and enjoyed the most benefit. Traffic to Edmunds.com pages featuring the new Hyundai Sonata was up 594% compared to the average Sunday in January. There were also increases in traffic for the 2010 Hyundai Tucson, up 123%, and the 2010 Hyundai Genesis, up 72%.

“This is yet another major event in which Hyundai achieved major Web site traffic gains through expensive ad placements,” noted Edmunds.com Senior Analyst Michelle Krebs. “Hyundai’s marketing team seems to believe that they need to make big splashes to be considered a major player. And, I must admit, their efforts – and those of their product planners – are working, because the company’s image and its market share are growing at an impressive clip,” he said.
 
Here are some other Web site traffic boosts that resulted from automakers’ top 2010 Super Bowl commercials:

After the Audi Green Police ad ran, traffic to the 2010 Audi A8 pages climbed 127% while traffic to the 2010 Audi Q5 Hybrid  jumped 64%.
 
Traffic to the 2011 Kia Sorento rose 142% thanks to its “Joy Ride” spot.

A multi-model ad called “Punch Dub” generated a 73% lift in traffic for the 2010 Volkswagen GTI and a 62% lift for the 2010 Volkswagen Touareg.

Traffic to the 2010 Honda Accord Crosstour jumped 48% thanks to one spot called “Squirrel/Roominess.”

The 2010 Dodge Charger gained a 26% increase in traffic after the airing of one spot called “Man’s Last Stand.”

Traffic to the 2010 Acura ZDX rose 4%  after its “Exclamation” ad aired.

“Audi's 'Green Police' commercial – the standout auto ad, in my opinion – was witty on many levels, but provoked more than laughs because it dared to satirize what typically is a sacrosanct subject: the environmental movement. Sensitive ground for an automaker to tread, but Audi – and its agency, Venables Bell & Partners – pulled it off artfully and light-heartedly,” noted Edmunds’ AutoObserver.com Senior Editor Bill Visnic.

More analysis from Visnic and Krebs may be found on www.AutoObserver.com.

RBR-TVBR observation: Yes, the Internet is very important to selling cars, but first you have to drive the eyeballs there. The best way to do that is with broadcast advertising, both TV and radio. Probably the most cost-efficient way of all is to advertise in the Super Bowl – provided that you have a really good spot. Of course, you’ll have to wait another 12 months for that opportunity to return.

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