It would seem advertising automaker's efforts to get viewer attention worked during this year's Super Bowl. At least if data from Cars.com is any indication.
Just four automakers ran spots this year: Kia, GM, and Stellantis brands Jeep and Ram. Cars.com says all of them saw surges in visits to their pages on its website - a 81% lift collectively.
Three of the four ads featured all-electric vehicles - but the one that didn't is the one that proved most successful in garnering brand interest on the Cars.com site. Cars.com says Kia's Telluride spot had a 230% spike in traffic to its branded pages following the airing of its ad, “Binky Dad.”
GM, Ram and Jeep all ran ads featuring electrified vehicles.
|
Brand and Commercial |
Brand Lift on Cars.com |
|
Kia “Binky Dad” |
230% |
|
GM “Why Not an EV?” |
50% |
|
Ram “Premature Electrification” |
46% |
|
Jeep “Electric Boogie” |
13% |
Ford also benefited from Super Bowl advertising, as did BMW, even though neither automaker advertised. Cars.com says Ford saw a 118% increase in EV engagement on Cars.com from Ram’s ad and a 146% lift on Cars.com during GM’s “Why Not an EV?” ad. BMW saw an 70% increase in views of the luxury automaker’s EVs during the GM/Netflix ad and a 33% bump during Ram’s pharma-spoof commercial.
So why so few car ads this year? Cars.com says that about 5% of Americans are actively in the market to buy a car at any given time, so many brands strategically sit out the big show and spend a fraction of the cost on hyper-targeted digital advertising.