KBB Sets Expectations for Top Auto Commercials of Super Bowl XLVI
By Auto Remarketing Staff
Created 01/31/2012 – 16:17
January 31, 2012 | IRVINE, Calif. By Auto Remarketing Staff
The editors at Kelley Blue Book didn’t offer any predictions on whether they think it will be the New York Giants or the New England Patriots lifting the Lombardi Trophy after Super Bowl XLVI this weekend.
However, the firm did predict which automakers will likely be celebrating come Sunday night.
KBB is forecasting that the two models likely to see the strongest traffic uptick on the company’s website are the 2012 Chevrolet Sonic and the 2012 Honda CR-V.
More specifically, Kbb.com traffic share for the Sonic is expected to climb almost 250 percent on game day, officials said. They attribute this to the fact that the model is relatively new, so receiving national exposure like a Super Bowl ad is prone to push interest in the vehicle. Moreover, demand is currently strong for subcompact sedans due to their fuel economy and affordability.
Meanwhile, CR-V won’t see the same kind of uptick on Super Sunday, but is likely to benefit further down the road. KBB predicts consumer research in the CR-V will hit a “higher plateau” and continue at that level for quite some time.
Week-over-week, KBB believes traffic for the CR-V will jump 100 percent on Super Bowl Sunday.
“The images of the new CR-V have been available for several months, but this affordable model, currently available for purchase, has been high in demand even before the redesign,” said Arthur Henry, manager of market intelligence for Kbb.com.
“The national exposure will only further interest in the model, as advertisements that resonate most with consumers are those that are model specific,” he added.
Interestingly enough, this year’s game will be shown on the Web, and this could prove beneficial to automakers.
Analysts said the game being on the Web makes it “even easier for consumers to research the advertised models and brands.
“Manufacturers that advertise during the online stream have the opportunity to garner a tremendous amount of Internet traffic, especially if the ad unit allows consumers to click through to the automaker’s site,” they explained .
Sharing some more advertising trends, KBB noted that in the last two Super Bowls, each of the advertisements that focused specifically on the model led to “immediate” traffic hikes for the respective vehicles.
Conversely, the brand-focused spots “hardly moved the needle for online research,” KBB noted.
During 2011, the Chrysler 200 was the top traffic gainer during the Super Bowl, as its traffic share climbed 1,013 percent. The Hyundai Elantra gained the most ground over the long term, improving its rank on the list of most-researched cars from No. 37 to No. 7.
“In addition to being model-focused, commercials with pop culture references tend to outperform other campaigns,” said Henry. “Last year, Volkswagen saw a lot of success with its Star Wars ad, and Chrysler also benefited from their ‘Imported from Detroit’ commercial starring Detroit-native Eminem.”
Other factors seen as influential are games or call-to-actions to go online as well as ad frequency.
KBB has found that model availability, model age and consumer demand factors are the three factors most likely to drive new-vehicle research during the Super Bowl.
As for model age, if the vehicle has been out a while, consumer awareness of the car is already higher, so there is less of a likelihood research will be strong. In other words, consumers won’t necessarily feel the need to look up a car they already know a lot about.
Officials also pointed out that non-luxury sedan and SUVs tend to do better than other segments for generating consumer interest, commanding 75 percent of Kbb.com traffic.
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