From the Wires
Lincoln, Hyundai Super Bowl Ads Blitz Online Car Shoppers; Post-Game Analysis from Jumpstart Automotive Group Reveals Auto Brands Netting Best Returns on Big Media Spend
By: Business Wire
Feb. 6, 2013 01:11 PM
The big game is over and the results are in. Jumpstart Automotive Group released highlights of its fourth annual Super Bowl Advertising ROI Analysis today—a study that reveals the automotive brands making the biggest impact with online car shoppers immediately following the big game.
For marketers, this study is especially critical in revealing the immediate effectiveness, or lack thereof, of traditional media investments among new car buyers—the majority of whom (79 percent1) turn to the Internet to research their vehicle purchase.
Jumpstart’s analysis gauges online traffic to automotive brand pages across 12 vehicle shopping and research websites in the company’s partner network on Super Bowl Sunday and Monday compared to the prior week. Gains in share of car shoppers to these brand pages are then calculated as a percentage.
Results of the Jumpstart Super Bowl Advertising ROI Analysis follow:
“While the top five contenders saw considerable lift in brand interest among millions of car shoppers in our network, this year’s increases were significantly smaller than last,” said Nick Matarazzo, CEO of Jumpstart Automotive Group. “The online pre-release of commercials prior to the game helped dull viewer response and ultimately online shopper response, however, we were excited to see an influx of mobile car shoppers to our network, particularly among iPhone users.”
Notable Post-Super Bowl Mobile Trends
In the coming weeks, Jumpstart will release a longer-term analysis to help marketers gauge the sustainability of their Super Bowl campaigns among online shoppers in its partner network of sites, along with an estimated Super Bowl Advertising Cost Analysis that reveals the expense of each brand campaign weighed against the gain in share of shoppers.
About Jumpstart Automotive Group
Jumpstart Automotive Group, a Hearst Media Services company and a division of Hearst Magazine, brings innovative digital marketing solutions to automotive advertisers by empowering the performance and reach of automotive publisher partners. Jumpstart’s unavoidable audiences span online and mobile platforms to generate awareness, shift perceptions and drive consideration for automotive advertisers with intelligent analytics and strategic product innovation. For more information, visit JumpstartAuto.com. Follow Jumpstart on Twitter @JumpstartAuto (http://twitter.com/#!/JumpstartAuto).
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