Edmunds.com Tracks Super Bowl Advertising Effectiveness
By Michelle Krebs February 6, 2011
Edmunds.com, parent of AutoObserver.com, is monitoring in real-time the impact of consumer shopping behavior on its site as a result of automotive advertisements airing on the Super Bowl.
Edmunds.com analysts are tracking the percent change in Consideration (unique traffic to model pages) on hourly updates and/or cumulative totals at the Make and Model levels compared to a baseline period. All advertisement tracking will be based on FOX’s channel 11 West coast feed and are on time stamped on Pacific time..
Here’s the scorecard after the end of the first quarter.
Consideration Highlights – Half-Time (5:00 – 5:30) Analysis; Start of Q3
Make and Models Advertised (Time Stamp):
During Half-Time, no National ads ran, only regional ads
Updates to ads that ran prior to Half-Time (Pre-Game):
Ford Focus
Ads ran between 3:05 – 3:32
Consideration increased 78%
Updates to ads that ran prior to Half-Time (Q1 Period):
Audi A8
Ad ran at 3:44
Consideration increased 118%
Chevy Silverado HD
Ad ran at 3:56
2500 HD model – Consideration increased 256%
3500 HD model – Consideration increased 24%
Hyundai Elantra
Ad ran at 4:02
Consideration increased 116%
Kia Optima
Ad ran at 4:05
Consideration increased 182%
Kia Make consideration increased 38%
Updates to ads that ran prior to Half-Time (Q2 Period):
Chevy Volt
Ad ran at 4:16
Consideration increased 149%
Chevy Make consideration increased 40%
BMW X3
Ad ran at 4:26
Consideration increased 116%
BMW – Advanced Diesel
Ad ran at 4:28
BMW Make consideration increased 32%
Volkswagen Passat
Ad ran at 4:32
Consideration increased 152%
Chevy Cruze
Ad ran at 4:48
Consideration increased 257%
Chevy Make consideration increased 40%
Consideration Highlights – End of Q2 (4:16 – 5:00)
Make and Models Advertised (Time Stamp):
Chevy Volt (4:16)
BMW X3 (4:26)
BMW - Advanced Diesel (4:28)
Volkswagen Passat (4:32)
Chevy Cruze (4:48)
Consideration Highlights – Between Start of Q2 – End of Q2
Chevy Volt
Ad ran at 4:16
Consideration increased 438%
Chevy Make consideration increased 28%
BMW X3
Ad ran at 4:26
Consideration increased 459%
BMW – Advanced Diesel
Ad ran at 4:28
BMW Make consideration increased 135%
Volkswagen Passat
Ad ran at 4:32
Consideration increased 281%
Chevy Cruze
Ad ran at 4:48
Consideration increased 181%
Chevy Make consideration increased 28%
Updates to ads that ran prior to Q2
Hyundai Elantra
Ad ran at 4:02 (Q1 ad)
Consideration increased 163%
Hyundai Make consideration increased 34%
Kia Optima
Ad ran at 4:05 (Q1 ad)
Consideration increased 255%
Kia Make consideration increased 49%
Mercedes-Benz SLS AMG
Ad ran at 2:05 (Pre-Game Ad)
Consideration back to benchmark level
Consideration Highlights – Between of Q1 – End of Q1
Ford Focus
Ads ran between 3:05 – 3:32
Focus consideration increased 288%
Ford Make consideration increased 20%
Audi A8
Ad ran at 3:44
Consideration increased 690%
Audi Make consideration increased 66%
Audi R8 consideration increased 152%
Chevy Cruze
Ad ran at 3:50
Consideration increased 116%
Chevy Make consideration increased 20%
Chevy Silverado HD
Ad ran at 3:56
2500 HD model – Consideration increased 104%
3500 HD model – Consideration increased 62%
Hyundai Elantra
Ad ran at 4:02
Consideration increased 126%
Kia Optima
Ad ran at 4:05
Consideration increased 71%
Kia Optima
Ad ran at 4:05
Consideration increased 71%
Lexus
Lexus had a strong pre-game presence
Currently no consideration lift
Consideration highlights – Post Pre-Game – Start of Q1
Make and Models Advertised (Time Stamp):
Lexus – “The Hard Way” (11:30)
Chevy – Tahoe, Silverado, Volt (11:40)
Chevy Glee Promo (11:40)
Audi A8 (11:54)
Chevy Camaro (12:17)
Hyundai Sonata (12:27)
Kia Soul (1:11)
Chevy Glee Promo (1:22)
Lexus – “The Hard Way” (1:30)
Lexus – Pre-Game Sponsor (1:33)
Lexus – Hybrid (1:41)
Lexus – “The Hard Way” (1:44)
Mercedes-Benz SLS AMG (2:05)
Cadillac SRX (2:19)
Lexus – “The Hard Way” (2:29)
Chevy – Volt, Camaro, Silverado (2:30)
Acura TSX Sport Wagon (2:33)
Chevy Volt (2:43)
Dodge Ram – 1500, 2500, HD (3:01)
Ford Focus (3:05)
Ford Focus Pre Kick-Off Sponsor (3:10)
Ford F-150 (3:15)
Ford Focus Pre Kick-Off Sponsor (3:27)
Ford Focus (3:32)
Consideration Highlights:
Audi A8
Ad ran at 11:54
Between 12 – 1:00, consideration increased 81%
Kia Soul
Ad ran at 1:11
Between 1:00 – 2:00, consideration increased 38%
Mercedes-Benz SLS AMG
Ad ran at 2:05
Between 2:00 – 3:00, consideration increased 2,777%
Between 2:00 – 3:00, Mercedes-Benz Make consideration increased 56%
Chevy Volt
Ad ran at 2:43
Between 2:00 – 3:00, consideration increased 100%
Ford Focus (Kick-Off Sponsor)
Ads ran between 3:05 – 3:32
Between 3:00 – 3:30, consideration increased 67%
Michelle Krebs: Edmunds.com Senior Analyst and AutoObserver.com Editor in Chief Michelle Krebs has covered the automotive industry for 30 years, having written for publications ranging from The New York Times to Motor Trend.
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