Real time impact of Super Bowl auto advertisements on online auto traffic
San Francisco, CA, February 08, 2016 — For the third consecutive year, Jumpstart Automotive Media, an expert automotive marketing and advertising company, followed automotive brands advertising in the Super Bowl, and watched consumers react in real time (i.e., going online to research the advertised vehicles). Using Google Analytics' Real Time reporting tool to measure traffic increases to its portfolio of publishers, Jumpstart determined the Top 5 Brands with the highest share of active pages.
The 5 Brands That Saw the Highest Share of Pages Viewed Following Their Super Bowl Spot:
- Audi had the highest share of all auto advertisers with its R8 V10spot. "The Commander" commercial captured 65% share of active pages.
- Acura NSX reappeared with a 30-second spot "What He Said" and gave Acura the second-largest share in active pages with 54%
- Honda had the third-largest share of active pages with its Ridgeline spot, "A New Truck To Love," which featured a flock of sheep singing along to Queen's "Somebody To Love." The brand saw 46% share of active pages following its spot airing.
- Hyundai Elantra enjoyed a 43% increase in active viewers with its 30-second commercial titled, "The Chase, " which featured Elantra's voice-activated remote start function.
- Jeep "Portraits," one of two ads that celebrated the brand's 75th anniversary, helped the Jeep brand capture 21% share of active pages, most of which went to Wrangler.
In addition to measuring which pages had the highest share of viewers, Jumpstart monitored the percentage of traffic from desktop, mobile (smartphone), and tablet, the top sources that traffic came from, and the top cities visitors were located in. Traffic on Super Bowl Sunday increased 8% compared to the prior two Sundays, and mobile traffic increased 21%. Most active pages were from Los Angeles, Houston, New York, Chicago, and Dallas. And interestingly enough, Toronto peaked late in the fourth quarter, with visitors reaching nearly the same volume as Dallas.
Jumpstart Automotive Media, a division of Hearst Magazines, offers high-impact and performance-driven marketing and advertising solutions that achieve optimum results. Jumpstart is an industry thought leader known for its True Market Impact™ brand reports and in-depth shopping trend insights. Exclusively representing automotive digital publishers, Jumpstart reaches consumers at all stages of consideration and provides in-market scale. Connect at JumpstartAutomotiveMedia.com, Twitter, and Facebook.
Jumpstart is: Car and Driver, U.S. News Best Cars, NADAguides, J.D. Power Cars, autoweek.com, Autobytel, Daily News Autos, LeftLane, CarSoup, and CarBuzz
Jumpstart Automotive Media