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AUTOS: Super Bowl Ad Bumps Rated
Edmunds.com tracks the effects of automaker's pricey ads on new-car online research after the game.
Media Release  |  Posted February 06, 2012   Santa Monica, CA
Clint Eastwood's growling homage to Detroit in 'Halftime in America' was less effective than last year's 'Born of Fire' ad during the Super Bowl, according to Edmunds.com. (Image: Chrysler)
There’s a lot of postgame buzz surrounding last night’s Super Bowl ads, especially as Chrysler tried to replicate last year’s highly acclaimed “Born of Fire” ad with a two-minute halftime version featuring Hollywood icon Clint Eastwood. And while there’s plenty of chatter about Chrysler’s follow-up, Edmunds.com found that it did very little to move the needle in consumer interest in Chrysler.

According to a real-time analysis of traffic on Edmunds.com, the share of Chrysler page views increased only about 13 percent in the hour following the ad’s airing. It was a weak bump compared with other brands: Hyundai’s share climbed 134 percent shortly after its ad aired, Acura climbed 110 percent and Fiat climbed a whopping 2,388 percent following the airing of its provocative ad for the Fiat 500 Abarth.

“Chrysler set an almost unachievably high bar with last year’s ad, so in comparison, this year’s message simply fell flat,” said Edmunds.com Vice Chairman Jeremy Anwyl. “The ad tried to capture the same mood that made last year’s commercial so effective, but America’s state of mind right now is different from where it was last year. Using the same formula, Chrysler didn't elicit the same emotional response.”

For the most part, though, many of the car models advertised last night registered big gains in consumer interest on Edmunds.com:

• The Fiat 500 had the biggest jump in research on Edmunds.com, with its share of page views soaring 3,354 percent in the moments after the Abarth ad aired.

• Hyundai had some of the biggest jumps among the models researched last night: Veloster’s share jumped 716 percent in the minutes after its ad aired in the first quarter. The Genesis and Elantra enjoyed big jumps in the moments after their pre-game ads aired, climbing 537 percent and 119 percent, respectively.

• Chevrolet had two winning ads for the Sonic and the Camaro. The Sonic’s share of page views peaked at 346 percent last night while the Camaro peaked at 137 percent.

• Volkswagen’s ad featuring a dog training to chase after a Beetle led to healthy gains for the vehicle’s share of page views on Edmunds.com, peaking at 367 percent moments after it aired in the second quarter.
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