"Groundhog Day" commercial for 2020 Jeep Gladiator features Bill Murray from original 1993 film. Credit: Jeep.
Car brands are no doubt still analyzing how their TV spots did during Sunday’s Big Game. They included Porsche’s first ad in 23 years, this one to promote the Taycan. Hyundai, Genesis and Kia all had a presence as did GMC with its new EV Hummer. Eight automakers advertised during the game in all.
It seems their efforts worked in terms of peaking consumer interest. Cars.com says it saw an influx of car shoppers to Cars.com as online traffic spiked following the commercials. Its results indicate an average 1646% lift to pages of the specific car makes and models, as well as an average 554% lift in automakers' pages on the digital marketplace. Audi, GMC, Hyundai, Kia, Toyota and Porsche all aired spots during the football championship game.
Advertisers invest millions of dollars in the Big Game every year, and Cars.com says the increased traffic to its site showcases the power of their investment.
"The Big Game produces big responses on Cars.com," said Brooke Skinner Ricketts, chief experience officer for Cars.com. "Watching the game isn't a static experience as millions of viewers now use multiple screens to experience the spectacle, which makes it possible for them to react to a marketing message immediately. Shoppers flock to Cars.com after automaker commercials to explore vehicles, read reviews and find a local dealer in their area. We're a trusted source of information in the car-shopping experience."
Car Model Page Traffic
Cars.com analyzed site traffic to advertised car model pages during a 16-minute window for each televised ad — eight minutes before each spot aired and again eight minutes after. Genesis had an astonishing 5530% increase to its pages. Additionally, each of the other brands' pages increased, as well:
- Porsche – 1072%
- Hyundai – 961%
- Audi – 639%
- Kia – 553%
- Jeep – 336%
- Toyota – 238%
GMC teased the much-anticipated new Hummer EV, which is not yet available for purchase, but the company's Big Game commercial did generate interest in previously released Hummer models. Cars.com saw a lift of 479% to used Hummer pages, and a 26% lift to new GMC pages on Cars.com, in the 8 minutes after the Hummer EV commercial aired.
If you missed any of the commercials, here they are:
Jeep Groundhog Day Extended Version: