Audi R8, Audi Brand Score Highest Among Car Shopper Traffic Following Super Bowl 50 Commercial, According To Kelley Blue Book

Kia Optima, Hyundai Genesis and Toyota Prius Among Top Models with Significant Traffic Spikes on KBB.com

Feb 08, 2016, 03:00 ET from Kelley Blue Book

IRVINE, Calif., Feb. 8, 2016 /PRNewswire/ -- The Audi R8 increased 7,780 percent in new-car searches on KBB.com following its commercial, the most of any advertised model during Super Bowl 50, according to Kelley Blue Book www.kbb.com, the only vehicle valuation and information source trusted and relied upon by both consumers and the automotive industry.

Rounding out the top three advertised models, the Kia Optima's creative use of Christopher Walken and socks, and the Hyundai Genesis spiked in consumer traffic, gaining 496 percent and 400 percent, respectively.  The Toyota Prius was up 313 percent and was the third most visited model on KBB.com, in terms of volume among all Big Game advertisers.

"The fact that online behavior for advertised vehicles jumped so dramatically demonstrates that investing in high visibility events remains highly effective," said Rick Wainschel, vice president of client analytics and insights for Kelley Blue Book.  "It also points to the fact that advertisers need to connect their offline messages with online exposure to reinforce the awareness and interest they create during the Big Game."  

Percent Increase of KBB.com Search for Big Game Advertised Models1

Model

Percent

Audi R8

7,780%

Kia Optima

496%

Hyundai Genesis

400%

Toyota Prius

313%

MINI Clubman

250%

Hyundai Elantra

158%

BMW X1

143%

Jeep Renegade

78%

Ford F-150

18%

Lincoln MKX

40%

Percent Increase of KBB.com Searches for Big Game Automaker Advertisers2

Brand

Percent

Audi

448%

MINI

245%

Kia

110%

Jeep

99%

Buick

81%

Lincoln

66%

Acura

56%

Toyota

51%

Mercedes-Benz

44%

BMW

35%

Honda

25%

Hyundai

18%

Ford

5%

Ford, Hyundai, Honda and Toyota brands received a constant high stream of traffic throughout the game, which is why these brand lifts appear lower.  With more share of traffic to start and keeping it consistent over time, these brand spikes were certainly notable, but less dramatic in short-term response compared to other advertising manufacturers.  In terms of traffic volume at the brand level, and not percent increase, Toyota was the most visited brand, followed closely by Honda and Ford.

"Audi also won at the brand level, with a 448 percent spike, followed by MINI and Kia," said Karl Brauer, senior analyst for Kelley Blue Book.  "The Jeep brand also scored high among car shoppers (up 99 percent) with its two heritage-focused ads celebrating the brand's 75-year anniversary." 

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1The percent increase of the model's new-car searches on KBB.com during the hour the ad aired compared to the hour before the ad aired.
2The percent increase of the brand's new-car searches on KBB.com during the hour the ad aired compared to the hour before the ad aired.

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About Kelley Blue Book (www.kbb.com)
Founded in 1926, Kelley Blue Book, The Trusted Resource®, is the only vehicle valuation and information source trusted and relied upon by both consumers and the automotive industry.  Each week the company provides the most market-reflective values in the industry on its top-rated website KBB.com, including its famous Blue Book® Trade-In Values and Fair Purchase Price, which reports what others are paying for new and used cars this week.  The company also provides vehicle pricing and values through various products and services available to car dealers, auto manufacturers, finance and insurance companies, and governmental agencies.  Kelley Blue Book's KBB.com ranked highest in its category for brand equity by the 2015 Harris Poll EquiTrend® study and has been named Online Auto Shopping Brand of the Year for four consecutive years.  Kelley Blue Book Co., Inc. is a Cox Automotive company.

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SOURCE Kelley Blue Book



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