THE BEST SUPER BOWL ADS
This article is from our archives and has not been updated and integrated with our "new" site yet... Even so, it's still awesome - so keep reading!
Published on Tue, Feb 8, 2011
By: The LACar Editorial Staff
VW AND HYUNDAI TOP THIS YEAR'S ADS, BUT CHRYSLER SCORES THE HITS
With 111 million views, Super Bowl XLV became the most watched TV program of all time. That’s according to the folks at the Neilson Company. “The Super Bowl continues to be in a category of its own, with an appeal that transcends sports and extends even to the commercials,” says Neilson’s Pat McDonough. “Because of the cliff-hanger nature of the game, viewers were tuning in until the very end, driving viewing levels to new heights.”
That’s good news for the commercial advertisers. And there were plenty of car commercials that aired on Super Bowl Sunday. Two of the most well-received automotive commercials airing during the game were from Volkswagen (“The Force”) and Chrysler (featuring Eminem). But which car manufacturers really had the most impact on changing consumers awareness of their automotive brand? Research site PSCars.com polled roughly 2000 car buyers planning to purchase or lease a new car within 2-4 months. The car-buyers surveyed were asked a series of questions on all nine automotive commercials that aired during the Super Bowl (not including Cars.com, CarMax or Bridgestone). The results:
• 71% of respondents remembered Hyundai and Volkswagen commercials
• 52% of respondents care more about the car or truck than the particular brand being advertised
• 76% of men and women were confused about Chrysler’s Eminem commercial featuring the Chrysler 200
• 33% of women remember the Audi: Release the Hounds commercial compared to only 18 percent of men
• 23% of respondents (considering compact cars) are interested in the Hyundai Elantra
“There’s been a change in brand loyalty over the years because most vehicles have comparable safety and convenience features,” said Hernan Jaramillo, VP of Operations for Practical Systems, Inc. “Car-shoppers today have the luxury of using the Internet to compare vehicles based on exact details and specifications and can analyze the smallest detail about any particular make or model.”
Kelley Blue Book reported a huge surge in new-car Web traffic for the Chrysler 200 during Sunday’s Super Bowl XLV. In addition, kbb.com saw a significant lift in new-car traffic for the Volkswagen New Beetle, Hyundai Elantra and Volkswagen Passat following the airing of their respective new-vehicle ads on Sunday.
“All automakers who advertised during the Big Game on Sunday saw a lift in shopper activity,” said Jack R. Nerad, executive editorial director and executive market analyst for Kelley Blue Book’s kbb.com. Chrysler’s two-minute ‘Imported from Detroit’ spot for the Chrysler 200, featuring popular musician Eminem, garnered the most attention, with a whopping 1013 percent increase in traffic for the Chrysler 200.
The buzz-building ad for the redesigned Volkswagen New Beetle created a 293 percent surge in traffic for that model, and the highly anticipated Hyundai Elantra’s ad drove a 270 percent increase for that vehicle, according to Nerad. Volkswagen’s lauded ‘The Force’ ad for the all-new Passat was a fan favorite and also generated a 229 percent increase in traffic for that model on the site.