Monday, February 2, 2015

BMW Traffic Spikes 583% on Edmunds.com Following Super Bowl Ad

Note: This article first appeared on BMWBLOG


Mercedes-Benz and BMW saw the most significant spikes in traffic on Edmunds.com after their ads ran during Super Bowl XLIX.

By the end of the game, the Mercedes-Benz AMG GT had the biggest cumulative spike in traffic, with a 2189% jump over previous Sunday averages on Edmunds.com. The BMW i3 captured the second most buzz on Edmunds.com; its cumulative traffic climbed 583%.

“Even though these two advertised vehicles are likely to be sold in small volume to niche audiences, the BMW and Mercedes brands will enjoy the overall buzz they have generated, especially as both continue their efforts to grow their overall reach into new car shopper segments,” said Edmunds.com Sr. Analyst Jessica Caldwell. “Both brands will be quite happy that the millions of dollars they invested had the desired effect.”


Vehicles With Largest Cumulative Traffic Increases on Edmunds.com During Super Bowl:

Mercedes-Benz
AMG GT
 2189%
BMW
i3
 583%
Lexus
RC 350 
 568%
Fiat
500x
 503%
Jeep
Renegade
 405%

Cumulative Lifts in Site Traffic to Super Bowl Advertisers’ Pages*

Lexus
 37%
Mercedes-Benz
 36%
Fiat
 35%
MINI
 18%
BMW
 16%
Chevrolet
 13%
Jeep
   3%
Kia
   2%

*Lifts determined by comparing unique mobile and desktop traffic on Edmunds.com’s make and model pages against average Sunday traffic levels.

Edmunds.com also tracked the immediate traffic lifts enjoyed by Super Bowl advertisers as and after their commercials ran:
  • Chevrolet sponsored the pre-game show and showed four Colorado ads; site traffic to Colorado pages increased 25% during the pregame and 1104% during the first quarter of the game
  • During the third quarter of the game, Dodge Challenger ads lifted its traffic on Edmunds 232%
  • Fiat 500x increased 3981% in the moments following its second quarter ads; interest remained high in the third quarter, delivering a 986% lift for the vehicle
  • Jeep Renegade was advertised in the third quarter of the game and traffic to its pages immediately increased 1031%; during fourth quarter the increase was 5720%
  • Kia Sorento traffic increased 213% immediately following its third quarter ad
  • Lexus NX’s second quarter ad generated an increase of 341%. The brand did even better immediately after its RC 350 ad ran in the third quarter, increasing vehicle’s page traffic on Edmunds 5702%. The RC continued to enjoy success in the fourth quarter with a 690% lift in traffic to its pages on Edmunds.com
  • MINI sponsored an early part of the pre-game show and showed five ads; site traffic to MINI Cooper increased 48% during that period
  • Nissan brand consideration increased 90% immediately following its second quarter ad
  • In the moments following its halftime ad, Toyota Camry site traffic increased 364%
Edmunds.com analysts noted especially strong activity at halftime for vehicles that advertised earlier during the Super Bowl:
  • Fiat 500x increased 14,627%
  • BMW i3 increased 1,807%
  • BMW i8 increased 501%
  • Chevrolet Colorado increased 421%
  • MINI Cooper increased 258%
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Well, I guess this answers the question I posed in my previous post about whether the ad would be a hit or miss.

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