• News
  • Guides
  • Reviews
  • Media
  • About
  • News
  • Guides
  • Reviews
  • Media
  • About
Sign up Now (For Free)

Sign up for our newsletter and receive the latest automotive news in your inbox!

Invalid email address
We promise not to spam you. You can unsubscribe at any time.
Thanks for subscribing!
News
Read Now
  • All News
  • Automakers
  • Automobiles
  • Auto Shows
  • Business
  • EVs & Environment
  • Guides
  • Lawsuits/Legal
  • Regulatory
  • Ride-Sharing
  • Safety & Recalls
  • Technology
Recent
  • The End of an Era for Rolls-Royce
  • South Carolina Provides $1.29 Billion Incentive for new Scout Factory
  • Hyundai and Kia Criticized about Stolen Car Problems by Attorneys General
  • Dodge Rolls Out Final “Last Call” Model: a 1,025-Hp Challenger SRT Demon 170
  • Acura’s New Integra Type S Launching with 320 Hp
  • First Look: Ferrari Roma Spider
  • What do Americans Think of EV Ownership Today?
  • Challenger Fain Edges Closer to UAW Presidency
  • Week Ahead: All About the Cars — Except for the UAW Part
  • The Rearview Mirror: Birth of a Sports Car Legend
Editor’s Choice
    Reviews
    Read Now
    • All Reviews
      • Feeder
    • Classic Cars
    • Concept Cars
    • Convertibles
    • Coupes
    • Crossovers/CUVs
    • Diesel
    • Hot hatches
    • Hybrids
    • Luxury Vehicles
    • Minivans
    • Muscle Cars
    • Pickups
    • Sedans
    • Sports Cars
    • Super Cars
    • SUVs
    Recent Reviews
    • First Drive: 2023 Genesis Electrified GV70
    • First Drive: 2023 Nissan Ariya e-4orce AWD
    • A Week With: 2023 Jeep Compass Limited
    • A Week With: 2023 Cadillac Escalade V-Series
    • A Week With: 2023 Volvo XC40 AWD Ultimate
    • First Drive: 2024 Subaru Crosstrek
    • First Drive: 2023 Lexus RZ 450e
    • A Week With: 2023 Toyota GR Supra 3.0 Manual
    • First Impression: 2024 Volkswagen ID.Buzz
    • A Week With: 2023 Chevrolet Blazer RS AWD
    Editor’s Choice
      Guides
      Car Warranty
      • Endurance Warranty Reviews
      • BMW Extended Warranty
      • Extended Warranty For Cars Over 100k Miles
      • Extended Car Warranty Cost
      • Subaru Extended Warranty
      • CarShield Reviews
      • CarShield Cost
      • Aftermarket Car Warranty
      • CARCHEX Warranty Reviews
      • Reputable Extended Car Warranty Companies
      • Used Car Warranty Companies
      • Best Car Warranty
      • Is CarShield A Scam?
      • Mercedes Extended Warranty
      • CarShield Plans
      Insurance
      • How To Identify A Car Insurance Company
      • Geico Mechanical Breakdown Insurance
      • How Far Back Does A Car Insurance Company Look
      • Mechanical Breakdown Insurance For Used Cars
      • State Farm Mechanical Breakdown Insurance
      • Mechanical Breakdown Insurance From Progressive
      • Dollar A Day Insurance
      • Auto Insurance For SSI Recipients
      • Car Insurance Rates After A Suspended License
      • Auto Insurance For Salvage Vehicles
      • Average Cost of Dodge Ram 1500 Car Insurance
      • Car Insurance Florida
      • Full Coverage Auto Insurance
      • GrubHub Insurance
      • Amazon Delivery Auto Insurance
      Shipping
      • Car Shipping Companies
      • uShip Reviews
      • Auto Shipping From California To Hawaii
      • Montway Auto Transport Reviews
      • Cheap Car Shipping
      • Easy Auto Ship Reviews
      • Auto Shipping Miami
      • Auto Shipping To Alaska
      • Car Shipping Cost
      • Auto Shipping Hawaii
      • Auto Shipping Puerto Rico
      • Sherpa Auto Transport Reviews
      • Auto Shipping Atlanta
      • Auto Shipping Boston
      • Auto Shipping. Chicago
      About
      • About Us
      • Contact Us
      • Terms of Use
      • Privacy Policy
      • Affiliate Disclosure
      • Sitemap
      TheDetroitBureau.com

      More than just “another” place to find news, reviews, spy shots, commentary, features, and guides about the auto industry. TheDetroitBureau doesn’t stop with the press releases or confuse a few lines of opinion with insightful, in-depth reporting.

      Contact Us

      Like what you see? Have some ideas for making The Detroit Bureau.com even better? Let us know, we’d love to hear your voice.

        Media
        Listen Now
        • Headlight News: All Episodes
        More from TheDetroitBureau
        • Guides
        • Latest News
        • Auto Reviews
        • Podcasts
        Headlight News

        TheDetroitBureau.com’s Headlight News offers a look at the past week’s top automotive news stories, as well as what’s coming up in the week ahead. Check out the week’s top story and our latest review…along with a dive into the past with this week in automotive history.

        home > news > Automobiles > Super Bowl Auto Ads Send Buyers Online

        Super Bowl Auto Ads Send Buyers Online

        The Seattle Seahawks weren’t the only ones enjoying a blow-out night.

        Paul A. Eisenstein
        Paul A. Eisenstein , Publisher & Editor-in-Chief
        Feb. 03, 2014
        Actor Ben Kingsley was one of the "British villains" who helped sell Jaguar to Super Bowl viewers.

        While the blow-out game appeared to see many sports fan tuning out well before the lopsided match between the Seattle Seahawks and Denver Broncos wrapped up, automotive advertisers generally appear to be pleased with the results they got from their costly Super Bowl ad blitz.

        Jaguar, Maserati, Chrysler and Chevrolet all hailed their spots as successful using a variety of metrics including “customer engagement,” though it remains to be seen if they will be able to translate those investments into actual sales.

        We'll Bowl You Over!

        And, ironically, it appears that much of the payoff may be the result of skillful use of social media rather than an appearance during the Broncos-Seahawks game itself.

        “Based on search activity…the investment paid off,” contends website AutoTrader.com, which tracked how well automotive brands that advertised during the Super Bowl fared in terms of increased online searches.

        Bob Dylan in the ad for the Chrysler 200.

        One of the big winners was Maserati which ran its first-ever U.S. television commercial on Sunday night during the first break in the game.  The ad echoed the serious tone taken by parent Fiat Chrysler Automotive during the last few Super Bowls, in this case with a highly cinematic series of images narrated by young film star Quvenzhané Wallis.

        According to AutoTrader, Maserati saw a full 385% increase in searches during the first hour after the spot ran, while the new Ghibli model the ad focused on experienced a whipping 2,143% increase.

        (Do Super Bowl ads pay off in the long-term? Click Hereto find out.)

        While Jaguar, meanwhile, has long used television to reach potential buyers, it entered the Super Bowl fray for the first time this year with a spot dubbed “Rendezvous.”  It was the cap to a teaser campaign that has been running since November with the theme, “British Villains,” clearly picking up momentum along the way.

        The maker saw searches surge 208%, according to AutoTrader, with a 1,460% jump for the F-Type sports car spotlighted in the Super Bowl spot anchored by Oscar winning actor Ben Kingsley.

        Jaguar, however, used several other measures to call the commercial a hit – or should that be “touchdown”?  Like a growing number of Super Bowl advertisers, automotive or otherwise, the British maker released its spot well ahead of the game, and Jaguar claims that Rendezvous generated a solid 7.5 million views during the previous five days on YouTube.  The maker also noted that mentions of the Jaguar brand rose 12-fold on various social media on game day itself.

        Of course, the real test will come when the new F-Type Coupe reaches showrooms this coming spring.  The convertible model has already generated strong demand but the hardtop model is expected by Jaguar to quickly become the bigger volume version.

        (Volkswagen tops GM, lands in 2nd place among global automakers for 2013. Click Here for the full story.)

        While Jaguar joined a significant number of other Super Bowl advertisers in releasing its spot ahead of the game, the recently renamed Fiat Chrysler has a history of trying to build interest in its longer-form spots by keeping the world in the dark about what’s coming.  That helped turn its earlier ads featuring rapper Eminem and actor Clint Eastwood into some of the most talked-about commercials in recent Super Bowl history.

        The Maserati ad proved a complete surprise, though there had been some expectation of what the Chrysler brand had coming when it leaked out last week that the legendary folk singer Bob Dylan would serve as pitchman for the 2015 Chrysler 200 sedan.  As with the Eminem ad for the older Chrysler 200, the new spot ran a full two minutes and emphasized scenes from the city of Detroit, focusing on “American pride.”  Turn to the Germans for beer, it declared, the Swiss for your watches and Asians for your phones, but “We will build your car.”

        The Chrysler ad was “another strong performer,” according to AutoTrader, with a 47% lift in searches.  But the ad also highlights some of the risks advertisers face when investing what is said to be more than $3 million for 30 seconds of airtime, according to various reports on the Super Bowl.  While 108 million Americans were expected to tune in, a blow-out game, like the one on Sunday, can see millions tune out well before the final play is run.  And that can leave spots like Chrysler’s late-game pitch for the 200 talking to a much smaller audience.

        (Toyota halts sales on most key models due to safety-related issue. Click Here to find out more.)

        Luxury brands saw a significant surge in activity during the Super Bowl, at least in terms of increased online searches, and that included Hyundai, which used some of its ad time to pump the newly redesigned Genesis luxury sedan, gaining a 373% surge for the 2015 model.

        But among mainstream brands, winners included the Toyota Highlander and Ford Fusion, up  84% and 81% respectively.

        It’s not easy to achieve these kinds of large shifts in search activity at the brand level, so it’s clear that these ads were doing something right,” said John Kovac, vice president of marketing for the AutoTrader Group.

        How to Care for Your Car

        Cheap Car Warranty

        Editor's Choice

        Best Extended Car Warranty

        Editor's Choice
        Recently Published
        2023 Rolls-Royce Black Badge Wraith Black Arrow nose REL

        The End of an Era for Rolls-Royce

        Yesterday
        Scout in neon on grille

        South Carolina Provides $1.29 Billion Incentive for new Scout Factory

        Yesterday
        2018 Hyundai Sonata front

        Hyundai and Kia Criticized about Stolen Car Problems by Attorneys General

        Yesterday

        Leave a Reply Cancel reply

        Your email address will not be published. Required fields are marked *

        Share this article:
        © The Detroit Bureau 2023
        • Guides
        • Privacy Policy
        • Terms of Use
        • Affiliate Disclosure
        • Contact Us
        • Sitemap
        Follow Us: