Big Game ads drew big hits on cars and automotive websites

Football advertising for cars, yesterday appears to have been a big hit for car buyers seeking information on and Users Love Alfa Romeos, Audis, Mercedes-Benz & Lexus

Nominee for a Tech CARS Award, analyzed the data for website visiting during the big game, aka Super Bowl. analysts also tracked traffic to brand and model pages on both its desktop and mobile sites during the game to see which automotive ads were most successful in driving immediate shopper interest. reported that in the eight minutes following their commercial, visits to Alfa Romeo pages on saw a staggering 1,179 percent increase in comparison to the same time period prior to the airing of their spot, a sign that their Big Game ad was highly impactful.

When compared to traffic over the four prior Sundays, automotive brands who advertised during the Big Game saw the following lifts to their advertised model pages:

  • Alfa Romeo Giulia – 7,320 percent.
  • Audi S5 – 1,391 percent.
  • Buick Cascada – 424 percent.
  • Buick Encore – 59 percent.
  • Honda CR-V – 35 percent.
  • Kia Niro – 497 percent.
  • Lexus LC 500 – 861 percent.
  • Lexus LS 460 – 888 percent.
  • Mercedes-Benz AMG GT – 910 percent.

“During the game, nearly 60 percent of visits to came from mobile devices,” said  David Greene, data strategy manager.

“Because of the sheer audience size, the Big Game continues to be an effective advertising method, however, when paired with online digital support, the impact is even greater. On mobile alone, there was a 1,074 percent increase to brand model pages advertised during the game.” Users Like Lexus, Alfa Romeo & Kia Nitro reported that the ad for the Lexus LC proved most successful on the model side, with traffic up 1,710 percent to its pages on Edmunds during the game. Traffic to the Kia Niro went up 869 percent during the game, and traffic to the Alfa Romeo Giulia was up 802 percent. On the brand side, Alfa Romeo piqued the most curiosity with traffic up 785 percent during the course of the game. Kia was second at 63 percent, and Mercedes-Benz was third with a nine percent traffic lift.

While not all brands and models who advertised saw a lift in traffic when looking at the data cumulatively for the entire game, many did see immediate spikes during the quarter their ad aired. Traffic to the Honda CR-V rose 6 percent when their ad aired in the second quarter of the game, and traffic to Honda overall rose 14 percent on stats found:




Make Model(s) Full Game Lifts
in Traffic on
Lexus LC 500 1,710%
Kia Niro 869%
Alfa Romeo Giulia 802%
Buick Cascada 459%
Audi S5 431%
Mercedes-Benz AMG GT 91%
Toyota Mirai 42%
Land Rover Range Rover 11%
Chevrolet Silverado 1500 5%
Acura RDX 4%




Make Full Game Lifts
in Traffic on
Alfa Romeo 784%
Kia 63%
Mercedes-Benz 9%
Lexus 8%
Audi 3%
Land Rover 2%


If we really wanted to have fun with data, the spikes on the different car shopping sites gives insight to the kinds of football watchers who use their apps. Since Alfa Romeo saw a big spike on maybe their users like sports cars more. While may cater to luxury auto buyer because of the greater Lexus traffic. No matter how you put it, car buyers watch the Super Bowl and ads are a hit with viewers.