Touchdown: Cadillac Wins the Big Game on Cars.com with a 194% Spike in Traffic From Car-Shopping Football Fans

Rhea-AI Summary

Cadillac achieved a remarkable 194% traffic increase to its Cars.com pages following its Big Game commercial, marking it as a standout performer alongside GM and Jeep, which also saw significant traffic boosts. Overall, car brand commercials resulted in a 38% average pageview increase on Cars.com during the event. This year, only half as many OEM advertisers participated compared to the previous year, reflecting a shift towards targeted digital media advertising. Notably, GM's ad featuring Will Ferrell spurred a 169% surge in visits to its EV pages.

Positive

• Cadillac's Big Game commercial led to a 194% traffic increase on Cars.com.
• Overall, Big Game commercials contributed to a 38% average increase in Cars.com pageviews.
• GM's ad resulted in a 169% increase in traffic to EV pages.

Negative

• 50% fewer OEM advertisers participated compared to last year.

CHICAGO, Feb. 8, 2021 /PRNewswire/ -- Besides Tampa Bay, this year's big winner was Cadillac with its Edward-Scissorhands-inspired commercial that led to a 194% traffic bump to its respective branded pages on Cars.com™ (NYSE: CARS), a leading digital automotive marketplace and solutions provider.¹ GM also saw triple-digit traffic increases to its EV pages on the marketplace while Jeep came in third place at a whopping 93% lift from car-shopping football fans. Overall, auto brands' Big Game commercials drove a 38% average increase in Cars.com site pageviews as football fans multitasked during the game and sought the marketplace's trusted third-party input to aid them on their shopping journey.

"This year's Big Game saw 50% less OEM advertisers compared to last year, likely due to overall sports viewership down all season," said Brooke Skinner Ricketts, chief experience officer of Cars.com. "Some automakers favored more targeted, efficient digital media advertising on Cars.com around the Big Game to better reach the millions of active car shoppers who choose our marketplace as a critical destination to research, read reviews and connect with local dealers. As automotive brands continue to focus on this valuable in-market shopper audience, Cars.com is a leading platform for marketers who prioritize impact and efficiency."

For those brands that opted for a big ticket TV commercial during the game, some ads sparked more action from car shoppers than others. When Will Ferrell portrayed holding a grudge against Norway for the country's electric vehicle adoption in GM's comedic commercial, Cars.com saw a 169% increase in consumers flocking to GM's EV pages to discover more about the automaker's EV models. In addition, the commercial triggered a 77% increase in total EV searches on Cars.com during the game and a 41% increase for used Hummers.

Visits to other featured brands' pages peaked, too:

• 93% - Jeep's 'The Middle' featuring Bruce Springsteen
• 13% - Toyota's Jessica Long story
• 157% - Ford Mach-E, aired in select local markets

Cars.com analyzed site traffic patterns to advertised car model pages during the eight minutes before each spot aired and again eight minutes after.

For more reviews, car-buying advice and tips, visit Cars.com/news.

¹Cars.com Internal Data

About CARS
CARS is a leading digital marketplace and solutions provider for the automotive industry that connects car shoppers with sellers. Launched in 1998 with the flagship marketplace Cars.com and headquartered in Chicago, the Company empowers shoppers with the data, resources, and digital tools needed to make informed buying decisions and seamlessly connect with automotive retailers. In a rapidly changing market, CARS enables dealerships and OEMs with innovative technical solutions and data-driven intelligence to better reach and influence ready-to-buy shoppers, increase inventory turn, and gain market share.

In addition to Cars.com, CARS companies include Dealer Inspire, a technology provider building solutions that future-proof dealerships with more efficient operations and connected digital experiences, FUEL, which gives dealers and OEMs the opportunity to harness the untapped power of digital video by leveraging Cars.com's pure audience of in-market car shoppers, and DealerRater, a leading car dealer review and reputation management platform.

The full suite of CARS properties include Cars.com™, Dealer Inspire®, DealerRater®, FUEL™, Auto.com™, PickupTrucks.com™ and NewCars.com®. For more information, visit www.Cars.com.

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SOURCE Cars.com Inc.

FAQ

What impact did the Big Game commercials have on Cars.com traffic?

The Big Game commercials resulted in a 38% average increase in Cars.com pageviews.

Which brand had the highest traffic increase on Cars.com from the Big Game?

Cadillac had the highest traffic increase, with a 194% spike on its Cars.com pages.

How much did GM's commercial boost traffic to its EV pages on Cars.com?

GM's commercial led to a 169% increase in traffic to its EV pages.

What was the trend in OEM advertising during this year's Big Game?

There were 50% fewer OEM advertisers compared to last year, likely due to a decline in overall sports viewership.