Volkswagen Leads in Post-Game Ad Traffic Surge
Published Feb 12, 2024 03:11PM ET
CHICAGO – In the aftermath of the Big Game, automotive giants Volkswagen, Kia, Toyota, and BMW experienced a significant uptick in consumer interest on popular automotive marketplace, Cars.com. Among them, Volkswagen emerged as the clear winner with its commercial titled “An American Love Story,” driving an impressive 394% surge in traffic to its pages on the site. This year’s advertising competition – one of the most-watched events of the year – proved to be a game-changer for automakers, as all the featured brands witnessed triple-digit growth in traffic on Cars.com. Kia’s ad, “Perfect 10,” propelled its traffic by 265%, while Toyota and BMW saw increases of 223% and 158% respectively, thanks to the showcasing of their latest models during the highly coveted advertising slots.
According to the analysis conducted by Cars.com, there were notable spikes in page views for specific vehicle models showcased in the ads. The all-new Kia EV9 electric SUV captured the spotlight, experiencing an incredible traffic boost of 2,497% following its commercial. Additionally, Volkswagen’s classic Microbuses and Beetles saw increases of 4,020% and 1,307% respectively. Toyota’s New Tacoma pickup and BMW’s New 5 Series also garnered significant attention, receiving traffic boosts of 1,223% and 1,008% after their commercials aired.
To gauge the immediate impact of these advertisements on consumer behavior, Cars.com analyzed the eight minutes before and after each ad aired. This provided a clear view of how these commercials were able to engage viewers and generate interest. Jennifer Vianello, Chief Marketing Officer at Cars.com, highlighted the Big Game as a pivotal moment for brands to connect with audiences and stimulate action. Cars.com, a trusted platform for car shopping and research, has been a major player in the automotive marketplace since its establishment in 1998. Based in Chicago, the platform caters to nearly 30 million in-market consumers on a monthly basis.
This report is based on a press release statement from Cars.com Inc.
Analyst comment
Positive news: Volkswagen leads in post-game ad traffic surge, driving a 394% surge in traffic to its pages on Cars.com. Other automakers such as Kia, Toyota, and BMW also saw significant increases. Specific vehicle models showcased in the ads, such as Kia’s EV9 electric SUV and Volkswagen’s Microbuses and Beetles, experienced traffic boosts of thousands of percent. Analyst: The market is likely to see increased consumer interest and potential sales for Volkswagen and other featured automakers in the coming months. This surge in traffic indicates positive engagement and interest in the showcased vehicles.
