While some automakers gambled on long, emotional or quirky Super Bowl ads, Hyundai's commercials were the most effective drivers of web traffic.
The automotive websites Edmunds.com and AutoTrader.com analyzed Internet traffic during the Super Bowl to see which ads resulted in large traffic surges during the broadcast.
The big winner -- at least in terms of immediate interest -- was Hyundai, which saw a 738% increase in traffic to Edmunds.com pages about its Santa Fe model after the company's ad hit the air. On AutoTrader.com, the increase was even bigger, with Web site interest rising over 1,000%
One Santa Fe ad, featuring the recently re-designed seven-seat version of the SUV, depicted a young boy and his mother gathering a group of friends to confront a some bullies at a local park. Another ad, which aired just before the start of the game, depicted parents and kids on an outrageous outing in a Santa Fe.
On AutoTrader.com, the next big winner after the Santa Fe was the Kia Forte compact car from Hyundai's Korean sister-brand.
The Hyundai Genesis, which was also advertised shortly before kick-off, received an 830% bump in web traffic.
In general, ads that aired earlier did better at driving interest. That probably had something to do with viewers' interest in the game as it progressed, said Edmunds.com analyst Michelle Krebs.
"When the Ravens got so far ahead and with the power outage we saw traffic really start to slow," she said. But then when San Francisco mounted a comeback, "it began to pick up again."
Source: CNN Money
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