CHICAGO, Feb. 6, 2013 /PRNewswire/ -- During
Sunday's Big Game, automakers accounted for nearly 20 percent of
all commercials. Cars.com listened to online chatter to make the
call: Which auto advertiser drove away as MVP of social media? In
addition to tracking social buzz, Cars.com also looked at which
auto ads prompted car shoppers to search for more information on
the site.
(Photo:
http://photos.prnewswire.com/prnh/20130206/CG55600-INFO)
"Over the years, automakers have flocked to the Big
Game to show off their newest models and entertain viewers,"
said Patrick Olsen, Cars.com's
editor-in-chief. "We examined which auto-related commercials in the
Big Game not only created buzz, but also drove the greatest
activity on our site, by looking at searches for each manufacturer
on Cars.com."
Findings as displayed on the infographic show that auto
advertisers saw the following social buzz and search activity on
Cars.com during the Big Game (in alphabetical order):
Automotive advertiser
|
Total
social media mentions
|
Share
of search on Cars.com
|
Audi
|
9,996
|
14.3%
|
Hyundai
|
3,734
|
17.2%
|
Jeep
|
2,547
|
9.2%
|
Kia
|
3,901
|
6.4%
|
Lincoln
|
1,514
|
6.9%
|
Mercedes-Benz
|
3,086
|
15.8%
|
Ram
|
14,468
|
2.5%
|
Toyota
|
2,157
|
19.7%
|
Volkswagen
|
8,063
|
8.1%
|
Hyundai, Mercedes-Benz and Toyota all saw the largest growth in
search on Cars.com as a result of their Big Game ads. Social media
mentions were dominated by Audi, Ram and Volkswagen. However,
overall, Audi showed the best balance between social buzz and
search.
There were 10 auto brand advertisers, 13 total minutes of
automotive ad time and 47% of auto related ads were released before
the game. Additionally, according to Cars.com data, the first
quarter of the game drove the most social buzz, and there were a
total of 273,062 Big Game mentions on social media. Auto companies
represented 19% of Big Game national advertisers with 13 minutes of
ad time. Despite a blackout that spurred more than 200,000 social
media posts, the buzz still belonged to brands.
For Cars.com's editors' rankings and reviews of all auto related
Big Game commercials, visit blogs.cars.com.
ABOUT CARS.COM
Cars.com is an award-winning online destination for car shoppers
that offers information from consumers and experts to help buyers
formulate opinions on what to buy, where to buy and how much to pay
for a car. Cars.com offers thousands of new and used vehicle
listings, consumer reviews, side-by-side comparison tools, photo
galleries, videos, unbiased editorial content and many other tools.
Cars.com puts millions of car buyers in control of their shopping
process with the information they need to make confident buying
decisions. Launched in June 1998,
Cars.com is a division of Classified Ventures LLC, which is owned
by leading media companies, including A.H.
Belo (NYSE: AHC), Gannett Co., Inc. (NYSE: GCI), The
McClatchy Company (NYSE: MNI), Tribune Company and The Washington
Post Company (NYSE: WPO).
SOURCE Cars.com