CHICAGO, Feb. 4, 2019 /PRNewswire/ -- The Big Game was not
only a fierce competition between the top two professional football
teams, it was also a battleground for the five automakers that ran
a combined six commercials during the game on Sunday, tallying six
minutes and 30 seconds in total airtime. Leading automotive digital
marketplace Cars.com™ (NYSE: CARS) analyzed site traffic
throughout the evening to determine which auto ads generated the
greatest amount of online car-shopping activity during game time.
The results show a 384 percent combined lift in traffic to the
automakers' brand pages on Cars.com that advertised during the
game.
"Our site analytics prove that millions of fans use a second
screen to visit Cars.com during major live televised events like
the Big Game to research, shop and connect with dealers in
real-time — and we're there to help get them over the goal line,"
said Brooke Skinner Ricketts, chief
marketing officer at Cars.com. "With 19 million ready-to-buy
consumers coming to our site each month, we have an eagle eye's
view on car-shopping behavior across every state and auto brand.
Shoppers are coming to Cars.com after seeing automaker ads on TV
looking for unbiased information, trusted pricing tools, and the
power to easily cross-shop multiple makes and models."
Of the automakers that invested in airtime during the game,
Hyundai ranked No. 1 in traffic to Cars.com. Within eight minutes
of its commercial airing, visits to Hyundai brand pages on Cars.com
saw an 1,831 percent increase in comparison to the same time period
prior to the airing of its spot.
Here's the full ranking of automakers that advertised during the
game and the resulting impact on online shopping activity on
Cars.com:
1.
Hyundai: 1,831%
2.
Mercedes-Benz: 720%
3. Audi: 691%
4. Toyota (after RAV4 Hybrid
commercial): 225%
5. Toyota (after Supra
commercial): 138%
6. Kia: -14%
Mobile visits also continued to grow throughout the game, with
74.2% of visits coming from a mobile device during the game, up
from 69.2% before the game started. Cars.com reported on its Q3
2018 earnings call that 68 percent of its network traffic comes
from a mobile device.
Methodology
Cars.com site traffic data was collected
in real-time, and performance of TV commercials were measured by
comparing the eight minutes immediately before and after each
commercial aired.
¹ Cars.com internal data, August
2018
ABOUT CARS.COM
Cars.com™ is a leading two-sided
digital solutions automotive marketplace that creates meaningful
connections between buyers and sellers. Launched in 1998 and
headquartered in Chicago, the
company empowers consumers with resources and information to make
informed buying decisions and enables advertising partners with
innovative digital solutions and data-driven intelligence to
increase inventory turn and gain market share. A pioneer in online
automotive classifieds, the company has evolved into one of the
largest digital automotive platforms, connecting thousands of local
dealers across the country with millions of consumers. In 2018,
Cars.com acquired Dealer Inspire®,
an innovative technology company building solutions
that future-proof dealerships with more efficient operations,
a faster and easier car buying process, and connected digital
experiences that sell and service more vehicles.
Cars.com properties include DealerRater®, Dealer Inspire®,
Auto.com™, PickupTrucks.com® and NewCars.com®. For more
information, visit www.Cars.com.
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SOURCE Cars.com, Inc.