Volkswagen's 'An American Love Story' Ad Zooms Ahead With 394% Surge in Traffic on Cars.com During the Big Game
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Insights
The surge in consumer traffic reported by Cars.com for automotive brands that advertised during the Big Game presents a significant event for market research. The reported 235% average increase in traffic is a strong indicator of the effectiveness of advertising in high-profile events. This spike, particularly the 394% increase for Volkswagen, suggests a successful marketing strategy that has translated into increased consumer interest.
From a market research perspective, the data implies that the featured brands have not only captured attention but also spurred action, as evidenced by the immediate response in online activity. This could potentially lead to an uptick in leads, dealership inquiries and ultimately, sales. The focus on electric vehicles and pickup trucks aligns with current market trends towards sustainability and utility, which could further enhance the long-term brand positioning of these companies.
For stakeholders, such as investors and dealers, this information is valuable. It suggests that these automakers' investments in advertising may yield a positive return on investment through heightened brand awareness and consumer engagement. However, the long-term impact on sales and market share will require further analysis of conversion rates and sustained interest beyond the initial ad-driven traffic surge.
The immediate reaction to the automotive advertisements during the Big Game, notably the 394% spike for Volkswagen, could have implications for the stock performance of the involved companies. A significant increase in consumer interest often precedes an uptick in sales, which can positively influence a company's financial outlook and, consequently, investor sentiment.
Moreover, the focus on electric vehicles (EVs) and pickup trucks by these advertisers is in line with consumer trends and regulatory pushes towards cleaner energy. This suggests that these companies are not only capitalizing on current consumer demand but are also positioning themselves strategically for future growth in the EV market. Investors should monitor the conversion of this initial interest into sustained demand and actual sales, as this will be a more robust indicator of the advertising's long-term financial impact.
It is also important to note that while advertising can create short-term stock volatility due to speculative trading, the fundamental value of the company is more closely tied to its financial health and market position. Thus, while the traffic spike is promising, it should be weighed against other financial metrics and industry benchmarks for a comprehensive analysis.
The reported traffic spikes on Cars.com for automotive brands following the Big Game advertisements highlight the significance of strategic marketing in the automotive industry. The emphasis on electric vehicles and pickup trucks by Volkswagen, Kia, Toyota and BMW reflects a broader industry shift towards these segments, which are expected to see significant growth.
Electric vehicles, being at the forefront of this shift, represent a key area of competition among automakers. The reported traffic increases suggest that these brands have successfully leveraged one of the biggest advertising stages to showcase their EV offerings, potentially enhancing their competitive positioning in this segment.
For industry stakeholders, such as manufacturers and suppliers, the data suggests a growing consumer interest that could translate into increased demand for EV components and technologies. The short-term traffic spikes can inform production and inventory strategies, while the long-term implications may include shifts in product development and investment priorities to align with consumer trends revealed by such advertising outcomes.
Automotive Advertisers Volkswagen, Kia, Toyota and BMW See an Average Traffic Spike of
Even though Volkswagen's ad saw the biggest spike in traffic on Cars.com, each brand that debuted a product during the game saw a triple-digit bump in traffic on the marketplace.
Brand and Commercial | Brand Lift on Cars.com |
Volkswagen "An American Love Story" | 394 % |
Kia "Perfect 10" | 265 % |
Toyota "Dareful Handle" | 223 % |
BMW "Talkin Like Walken" | 158 % |
"The biggest sports event of the year is a huge opportunity for brands to capture the attention — and spur action — from an engaged viewing audience. At Cars.com, the results are tangible," said Jennifer Vianello, Cars.com's chief marketing officer. "We've regularly seen automakers receive double-, even triple-digit traffic bumps on Cars.com after their ad airs during the game — and this year was no different. Consumers are looking for a trusted and unbiased destination to shop and research what they saw during the game, and Cars.com offers that."
While each automaker that aired an ad saw traffic increases to its overall brand pages on Cars.com, the specific vehicle models featured in each commercial also saw large spikes in traffic, showing consumers were sprinting to Cars.com to learn more about those rides:
- Kia's all-new EV9, an electric three-row SUV, saw a 2,
497% boost in traffic after its ad aired. Cars.com recently reviewed the EV9, and with high praise. - Used Volkswagen Microbuses and Beetles, which were prominently highlighted during Volkswagen's evolutionary ad, saw a 4,
020% and 1,307% lift in traffic, respectively, after airing. The ID. Buzz is coming to dealer lots in 2024, and it will be interesting to see if it makes an appearance in next year's Big Game. - Toyota's New Tacoma pickup truck, the focus of Toyota's ad, received a 1,
223% increase in traffic after airing. - BMW's New 5 Series cars saw a 1,
008% lift in traffic after the humorous, celebrity-driven ad hit screens. While the i5 Series is still new to the marketplace, it also saw a bump in traffic.
Methodology
Cars.com analyzed site traffic patterns for advertised car model pages during the eight minutes before each spot aired and again eight minutes after.
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Cars.com internal data
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SOURCE Cars.com Inc.
FAQ
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