Published: February 07, 2011
Two-Minute Ad Delivers Huge Post-Super Bowl Traffic Hike for Chrysler on Edmunds.com
SANTA MONICA, Calif. - (BUSINESS WIRE) - Edmunds.com, the premier online resource for automotive information,
reports that site traffic for Chrysler,
Volkswagen
and Chevrolet
saw the most significant spikes after their ads ran during Super Bowl
XLV. The traffic spikes represent important returns on investment for
companies that reportedly spent as much as $3 million on a 30-second ad
spot during the big game.
Highlighting the surge in traffic on Edmunds.com was Chrysler, who made
a big bet with its two minute "Imported From Detroit" ad that aired
during the third quarter. Traffic for the Chrysler brand overall shot up
267% on Edmunds.com in the hours after the commercial aired, including a
1619% spike for the Chrysler
200.
"Chrysler's ad reaffirmed the company's loyalties to Detroit in an
emotionally powerful way, and it looks like viewers responded to that
message," said Michelle Krebs, senior analyst at Edmunds'
AutoObserver.com
Other car brands and models seeing a boost in traffic on Edmunds.com
include:
-
Volkswagen had two big winners with the Beetle
and the Passat.
Traffic rose 271% for the Beetle after its ad aired in the fourth
quarter. The Passat, whose second quarter ad featuring a child dressed
like Darth Vader, saw its traffic spike 114%.
-
Chevrolet ran several commercials for a few of its models. There were
noticeable spikes for the Camaro
(+69%) and Cruze
(+63%), with smaller boosts coming for the Volt
(+15%). Overall, interest in Chevrolet shot up 21% on Edmunds.com in
the hours after the Super Bowl.
-
Hyundai
ran two commercials for the Elantra
and saw a surge of 79% on Edmunds.com. They were less successful with
its Sonata Hybrid, whose traffic ticked up only slightly (+4%) after
its ad ran in the fourth quarter.
-
Luxury brands were less successful in driving interest through Super
Bowl advertising. The Audi
A8 gained a 14% lift in traffic following its "Release the Hounds"
ad in the first quarter, while Edmunds.com measured no lift at all for BMW
after the "Defying Logic" ad for the X3
in the second quarter.
A full recap of automotive Super Bowl advertisers can be found on
Edmunds' AutoObserver.com at http://www.autoobserver.com/2011/02/chrysler-vw-win-big-for-super-bowl-ads.html
About Edmunds.com, Inc. (http://www.edmunds.com/help/about/index.html)
Edmunds.com Inc. publishes Web sites that empower, engage and educate
automotive consumers, enthusiasts and insiders. Edmunds.com, the premier
online resource for automotive information, launched in 1995 as the
first automotive information Web site. Its mobile site, accessible from
any smartphone at www.edmunds.com,
makes car pricing and other research tools available for car shoppers at
dealerships and otherwise on the go. InsideLine.com is the most-read
automotive enthusiast Web site. Its mobile site, accessible from any
smartphone at www.insideline.com,
features the wireless Web's highest quality car photos and videos.
AutoObserver.com provides insightful automotive industry commentary and
analysis. Edmunds.com Inc. is headquartered in Santa Monica, California,
and maintains a satellite office in suburban Detroit. Follow Edmunds.com
on Twitter@edmunds
and fan Edmunds.com on Facebook at http://www.facebook.com/edmunds.
Edmunds.com
Corporate Communications
Jeannine Fallon/Pamela
Morris/Aaron Lewis
Media Hotline: 310-309-4900
pr@edmunds.com
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