Post Game Analysis of Auto Ads Cites Shopper Impact


Jumpstart Automotive Group - February 7, 2013

Jump­start Auto­mo­tive Group has released high­lights of its fourth annual Super Bowl Adver­tis­ing ROI Analy­sis with inter­est­ing results.

Find out who scored the high­est among automakers.

Lin­coln, with its ad “Phoenix” that fea­tured the sleek MKZ sedan emerg­ing from the desert, scored the biggest points with online car shop­pers, leap­ing 63 per­cent in share over the prior week and nearly three times as much as the next clos­est auto­mo­tive advertiser.

Hyundai Santa Fe’s hilar­i­ous ads “Team” and “Epic Play­date” com­bined kids with com­edy to great effect, while Fiat 500’s “Sis­ters” and “Top­less” com­mer­cials used ‘sexy’ to sell its L and Abarth mod­els. Both brands saw the sec­ond and third great­est Sunday/Monday share of shop­per gains over the same time frame the prior week, with increases of 24 per­cent and 15 per­cent respectively.

Toyota’s humor­ous and wacky wish-granting spot for the RAV4 (13 per­cent) and Hyundai Sonata’s “Stuck” (12 per­cent), fea­tur­ing clever dri­ving sit­u­a­tions in which the Sonata turbo helps a cou­ple get ‘unstuck’, rounded out the top five increases in share of shop­pers across Jumpstart’s part­ner net­work of auto­mo­tive sites. Inter­est­ingly enough, Fiat saw an increase in share of shop­pers even though both of the automaker’s com­mer­cials aired dur­ing pre-game.

Three of the top five adver­tis­ers ran mul­ti­ple com­mer­cials (Lin­coln, Hyundai and Fiat).  Kia fol­lowed suit with ads for the Sorento and Forte, yet the automaker saw a half per­cent decrease in share of shop­pers despite its multi-spot investment.