Car Shoppers More Likely To Consider Toyota, Audi after Super Bowl® XLVIII Ads New survey data indicates OEMs still reaping the benefits of their big game ad buys

ATLANTA, Feb. 12, 2014 /PRNewswire/ -- Automakers are still reaping the benefits of their Super Bowl® XLVIII ads, according to new data and analysis from AutoTrader.com®.

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The week following the big game, AutoTrader.com conducted a survey of more than 1,000 consumers to see which ads had the biggest influence on car shoppers. The results revealed that Ford and Chevrolet created the most memorable ads of the night, with 29% and 26% of those surveyed recalling their ads respectively. The Maserati ad that caused the largest lift in new vehicle searches on AutoTrader.com the hour after their spot ran, was also among the most memorable, with 21% of consumers surveyed recalling their big game ad.

When it comes to which ads went beyond catching shoppers' attention to influence consideration, the ads from Toyota, Audi, Jeep and Honda came out on top. Of those surveyed who remembered seeing Toyota's "Muppets" spot, 44% said they were "much more" or "somewhat more" likely to consider purchasing a Toyota vehicle in the future as a result. Audi, Jeep and Honda followed closely behind with 39%, 38% and 37%, respectively. 

"While generating a significant amount of buzz leading up to and during the game is the primary opportunity for Super Bowl advertisers, our research shows that impact doesn't end once the final whistle is blown," said Rick Wainschel, vice president of Automotive Insights, AutoTrader.com. "Creating a spot that consumers remember and that drives lifts in brand consideration is the ultimate goal for automakers since many big game viewers might not be immediately in the market for a new car. Our data showed that the OEMs definitely succeeded in doing that this year, and it will be interesting to see how these consideration lifts impact sales results in the months ahead."

The survey also revealed that Audi and Honda's big game spots were more effective at breaking through to the Millennial generation than ads from other brands. Recall for the "Doberhuahua" ad from Audi was 45% higher among Millennials compared to older generations, with the 18-34 age group accounting for 50% of those who recalled the ad. Honda's "Hugfest" spot also performed well among Millennials, with ad recall 50% higher among 18-34 year-olds than older generations. 46% of those surveyed who recalled the Honda spot were Millennials.    

"In our 2013 'Next Generation Car Buyer' study, we learned that Audi and Honda were the top two brands Millennials said best fits their personality," said Isabelle Helms, vice president of Research & Market Intelligence for AutoTrader Group. "Results from this new survey further demonstrates how effectively Audi and Honda's big game advertising resonated with this generation and keeps their brands top of mind." 

% of Big Game Viewers Who Recalled Auto Ads

Ford

29%

Chevrolet

26%

Maserati

21%

Jaguar

16%

Kia

14%

Audi

12%

Chrysler

12%

Toyota

11%

Volkswagen

11%

Jeep

9%

Hyundai

9%

Honda

7%

% of Shoppers "Much More" or

"Somewhat More" Likely to Consider

Purchasing Brand as a Result of

Big Game Commercial

Toyota

44%

Audi

39%

Jeep

38%

Honda

37%

Ford

35%

Kia

35%

Hyundai

34%

Chevrolet

31%

Volkswagen

26%

Jaguar

23%

Chrysler

20%

Maserati

15%

About AutoTrader.com 
Created in 1997, Atlanta-based AutoTrader.com is the Internet's ultimate automotive marketplace. As a leading resource for car shoppers and sellers, AutoTrader.com aggregates millions of new, used and certified pre-owned cars from thousands of dealers and private sellers and provides expert articles and reviews. AutoTrader.com, which also operates the AutoTraderClassics.com auto marketing brand, is wholly owned by AutoTrader Group. Additionally, AutoTrader Group owns Kelley Blue Book (KBB.com®) as well as companies that provide a full suite of software tools that help dealers and manufacturers manage their inventory and advertising online: vAuto®, HomeNet Automotive®, VinSolutions®, AIS Rebates™, Genius Labs® and Haystak™. AutoTrader Group is a subsidiary of Cox Enterprises. For more information, please visit http://press.autotrader.com.

SOURCE AutoTrader.com



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