There were various reports issued today over what were the biggest automotive advertising winners during the Super Bowl. According to Edmunds.com Acura, Fiat, Buick and Audi were winners. According to KBB the Audi R8, Kia Optima, Toyota Prius, Hyundai Gensis, MINI Clubman, Hyundai Elantra, BMW X1, Jeep Renegade, Ford F-150 and Lincoln MKX were the big winners. Meanwhile USA Today, named Hyundai a big winner the Hyundai Genesis and Elantra.
The Hyundai Genesis ad focused on the connected car feature of car location/tracking, called Car Finder on a smartwatch app for the father of a daughter on a first date.
Compact carmaker Mini drove more car shopper interest than any other automotive brand that advertised during the Super Bowl broadcast, while Acura NSX surpassed all other advertised car models, according to a real-time analysis from Edmunds.com.
Mini led all brands in Edmunds’ annual Super Bowl traffic analysis with a 100 percent increase over average Sunday traffic levels to its make and model pages on Edmunds.com. Acura (+38 percent) came in second, followed by Fiat and Buick (+25 percent each) in a tie for third. At the model level, Acura NSX (+661 percent) saw the largest traffic spike of any Super Bowl-advertised vehicle on Edmunds.com, followed by Buick Cascada (+532 percent) and Audi R8 (+473 percent).
The Audi R8 increased 7,780 percent in new-car searches on KBB.com following its commercial, the most of any advertised model during Super Bowl 50, according to Kelley Blue Book.
Rounding out the top three advertised models, the Kia Optima’s creative use of Christopher Walken and socks, and the Hyundai Genesis spiked in consumer traffic, gaining 496 percent and 400 percent, respectively. The Toyota Prius was up 313 percent and was the third most visited model on KBB.com, in terms of volume among all Big Game advertisers.
Hyundai reported, that Hyundai became the first automotive company to win USA TODAY’s Ad Meter when its spot “First Date” beat out 63 other Super Bowl 50 commercials. Hyundai’s impressive performance also included a fifth and sixth place finish for “Ryanville” and “The Chase” respectively, meaning Hyundai finished with three of the top six highest rated ads. Creative was developed by Hyundai’s agency of record, INNOCEAN Worldwide.
Verizon Wireless reported that videos, web searches, social media updates and more made by Verizon customers in the Bay Area on game day and throughout Super Bowl week added up to 68.6 terabytes (TB) of wireless data, or the equivalent of 45 million social media posts. Fans at Levi’s Stadium racked up more than 7 terabytes of data on the Verizon network alone on game day.
Percent Increase of KBB.com Search for Big Game Advertised Models
|
Model |
Percent |
|
Audi R8 |
7,780% |
|
Kia Optima |
496% |
|
Hyundai Genesis |
400% |
|
Toyota Prius |
313% |
|
MINI Clubman |
250% |
|
Hyundai Elantra |
158% |
|
BMW X1 |
143% |
|
Jeep Renegade |
78% |
|
Ford F-150 |
18% |
|
Lincoln MKX |
40% |
In terms of traffic volume at the brand level, and not percent increase, Toyota was the most visited brand, followed closely by Honda and Ford, reported KBB.