The number of auto commercials shown during the event doubled compared to 2021, with seven auto brands airing eight commercials that led to a 217 percent average lift on advertiser brand pages on Cars.com. Of the seven automakers that ran a TV ad, six featured an electric vehicle (EV). This led to Cars.com seeing an 80 percent increase in EV page views across its site and apps from fans to learn more about the automaker's EV models.
“Millions of car shoppers visit Cars.com daily to research every make and model in one place, read unbiased editorial stories and reviews, and connect with local dealers” said Julie Scott, vice president and general manager of national sales, Cars.com. “The immediate boost in site traffic from the big game's commercials reinforces what we've always known: Consumers seek out a trusted third-party source like Cars.com during their car-shopping journey. At any given time, about 5 percent of households in a local market are looking to buy a car, so automotive brands are seeking saturation among the 25 million high intent, in-market car shoppers on Cars.com. By targeting a data-rich, trusted marketplace like Cars.com, major brands are in front of active buyers, not just football fans.”
The Cars.com page featuring the Polestar 2 EV had massive spikes in traffic propelling it to the No. 1 spot on the website. Polestar is still a relatively unknown brand currently, but it saw 580 extra visits to its webpage on the site from potential customers during the game.
EV commercials, in general, benefited from 75 percent of automaker commercials dedicated to electric vehicles.. On Cars.com, interest in electric vehicles is growing, with searches for EVs almost doubling since last year, although sales of EVs are growing at a slower rate this year. However, consumers are paying more attention, particularly given that more major automakers are committing to EVs and offering more of the popular electric SUV and electric pickup truck options for shoppers.
In addition to Polestar, Kia, BMW, Toyota, Nissan and GM all aired spots during the American football championship game. Overall results revealed an average 2361 percent lift to pages of the specific car makes and models, as well as an average 217 percent lift in automaker brand pages on Cars.com.
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