Sales Demand Index for Monday, February 7 More Than Doubles for Models Advertised on Super Bowl XLV: Chrysler 200 Leads the Way

DETROIT, Feb. 8, 2011 /PRNewswire/ -- Autometrics announces the results of its initial Response™ Sales Demand Index advertising impact measurement for Super Bowl XLV, based on the number of prospective new vehicle buyers starting the purchase process across over 100 third party automotive web sites.  

Unlike other advertising metrics, which usually measure "likeability", Autometrics Response projects the extent to which an ad will drive future sales in the coming weeks, based on people deciding to make contact with a local dealer for a price quote, after each ad airs.

The Response Sales Demand results are indexed to a value of 100, which equates to the expected number of prospects for the model based on online activity during the month of January 2011.

Below are the Top 5 automaker ads, ranked by the Autometrics Response Sales Demand Index result for Monday, February 7:

The Chrysler 200 benefited from the most significant increase in demand with a result of 773.  This means that there were 7.73 times more sales prospects reaching out to contact dealers on Monday, February 7 than would have been expected had the Chrysler 200 ad not aired. The ad also had the highest instant Response Ad Reflex Index result when it aired on Super Bowl Sunday evening, compared to all other advertisers (see below for detail on how "Reflex" is measured).

Overall, for the 18 models that were advertised during the game and pre-game, the average increase in the Response Sales Demand Index result was 271 for the day.

Stephen Shaw, CEO of Autometrics explains:  "This significant increase in both the Sales Demand Index and the Ad Reflex Index clearly indicates that the Chrysler 200 ad will generate significant incremental sales in the weeks ahead.  Most advertising effectiveness scores are linked to 'likeability', however Autometrics data has repeatedly been shown to be highly predictive of sales and these results get to the 'bottom line' of answering the real question of 'will my ad result in additional sales?'  All ads aired are projected to see increases in sales, with the Chrysler 200 being the big winner of the evening."

Autometrics is continuing to measure the longer term sustainability of each ad over the next seven days. A separate Ad Sustainability Index will be published by Autometrics later this week.

About Autometrics Response(TM)

Autometrics is pleased to announce the launch of Autometrics Response(TM), taking advertising performance metrics to a totally new level.

Sales Demand Index contrasts the number of Prospects that are "moved" to contact dealers for price quotes within a 24+ hour period following each ad occurrence, to a recent comparison period.  A value of 100 is given to the expected number of Prospects from the prior period and in this case, 100 equates to the average number of daily prospects for the model during the month of January 2011. 

Ad Reflex Index is a more immediate measure of Autometrics Response, that quantitatively measures how many Prospects are "moved" to contact dealers for price quotes within minutes of the ad airing.

These key measures tracked by Response, record the increases in Autometrics Pulse™ demand following the airing of a commercial, how long the immediate demand remains, and over a longer period of time, the sustainability of any increase in the Index for the advertised model.

About Autometrics Pulse(TM)

Autometrics Pulse(TM) is a revolutionary product that enables "real-time" forward looking decisions via the recording and analysis of new vehicle "Prospects" who actively start the process of contacting a dealer for a price quote across over 100 third party automotive web sites.  

Pulse data has been proven to be highly predictive of future retail sales.  Increases in "demand" as recorded on Pulse, translate into increases in sales in the weeks ahead, with approximately 75 percent of sales taking place within a 12-week period.

Pulse tracks more than 500,000 prospects on a typical day, down to zip code level, enabling tracking of advertising at a national and regional level.

About Autometrics

Autometrics was founded in 2000, and is privately owned with offices in Los Angeles and Detroit.  It is focused on helping clients in the Automotive Industry make "better decisions faster" through highly actionable data combined with powerful analytics technology. Having delivered solutions to the largest global OEM brands, Autometrics has built up a strong track record and reputation in high quality data standards and meeting delivery schedules for its clients.

Please visit www.autometrics.com for more information.

SOURCE Autometrics