Super Bowl Advertisers MINI and Acura NSX See Biggest Traffic Spikes on Edmunds.com



Santa Monica, CA February 8, 2016 Compact carmaker Mini drove more car shopper interest than any other automotive brand among last night’s Super Bowl advertisers, while Acura NSX surpassed all other advertised car models, according to a real-time analysis of traffic to car shopping destination Edmunds.com.

Mini led all brands in Edmunds’ annual Super Bowl traffic analysis with a 100 percent increase over average Sunday traffic levels to its make and model pages on Edmunds.com. Acura (+38%) came in second, followed by Fiat and Buick (+25% each) in a tie for third. At the model level, Acura NSX (+661%) saw the largest traffic spike of any Super Bowl-advertised vehicle on Edmunds.com, followed by Buick Cascada (+532%) and Audi R8 (+473%).

 

 

Top 5 Brand Lifts on Edmunds.com
2/7/2016*
 

 

Top 5 Model Lifts on Edmunds.com
2/7/2016*
Rank Make Increase Rank Make Model Increase
1 Mini 100% 1 Acura NSX 661%
2 Acura 38% 2 Buick Cascada 532%
3 Fiat 25% 3 Audi R8 473%
4 Buick 25% 4 MINI Clubman 291%
5 Audi 15% 5 Honda Ridgeline 275%
*Lifts are determined by comparing Super Bowl Sunday traffic to average Sunday mobile and desktop traffic to the make and model pages on Edmunds.com. Only brands and models that advertised during CBS’ Super Bowl 50 telecast were included in this analysis.

“Once again, the Super Bowl proved to have a huge impact with viewers, who immediately turned to their computers and mobile devices to learn more about these vehicles and brands,” said Edmunds.com director of industry analysis Jessica Caldwell. “The game especially delivers as a compelling platform to spark interest in the most exciting vehicles in a brand’s lineup. That’s why it’s not surprising that attractive and sporty cars like the NSX, R8, and Cascada emerged with the biggest lifts on our site.”

Other notable highlights of Edmunds’ Super Bowl traffic analysis include:

  • As if their full-day traffic spikes weren’t impressive enough, both Mini and NSX saw even bigger traffic surges in the minutes after their respective ads aired; NSX traffic on Edmunds surged 7,836% immediately after its ad aired in the second quarter, while Mini traffic peaked at 962% of its typical Sunday levels immediately after its ad aired in the third quarter.
  • Toyota Prius delivered a strong ROI, especially considering its reputation as a popular and established model for shoppers on Edmunds.com. Prius traffic soared 579% in the moments after its ad aired in the second quarter, before settling at a full-day increase of a 78%.
  • In most years, Ford, Chevrolet or Ram typically would command the Super Bowl buzz for trucks. But the only truck advertised during the game this year was Honda Ridgeline, which took advantage of the spotlight with a full-day spike of 275% and an immediate surge of 3,920% in the moments after its “sheepish” ad aired in the third quarter.

Edmunds.com’s Super Bowl traffic analysis is based on unique mobile and desktop traffic to the make and model pages on Edmunds.com. Lifts are determined by comparing yesterday’s traffic to average Sunday traffic levels on the site. New and lesser-known vehicles that advertise during the Super Bowl are more likely to see the largest traffic increases on Edmunds because they generally start with a lower average baseline.

Learn more about Edmunds.com’s automotive data and insights in the Industry Center.

About Edmunds.com, Inc.

Car shopping destination Edmunds.com serves nearly 20 million visitors each month. With Edmunds.com Price Promise®, shoppers can buy smarter with instant, upfront prices for cars and trucks currently for sale at 10,000 dealer franchises across the U.S. Regarded as one of the best places to work in Southern California, Edmunds.com was also named one of “The World’s Top 10 Most Innovative Companies of 2015 in Automotive” by Fast Company. Edmunds welcomes all car-shopping questions on its free Live Help Line at 1-855-782-4711 and help@edmunds.com, via text at ED411 and on Twitter and Facebook. The company is based in Santa Monica, Calif. and has a satellite office in downtown Detroit, Mich., but you can find Edmunds from anywhere onYouTube, Pinterest, LinkedIn, Instagram, Google+, and Flipboard.

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