KBB.com Predicts Super Bowl XLVII Traffic Surge For New Toyota RAV4,
Kelley Blue Book Analysts Project Which Automaker Ads Will Drive Consumer
Interest During the Big Game
IRVINE, Calif., Jan. 31, 2013
IRVINE, Calif., Jan. 31, 2013 /PRNewswire/ --With Super Bowl^® XLVII around
the corner, Kelley Blue Book analysts today report their predictions for how
automaker ads will resonate among www.kbb.com car shoppers.
This year, Kelley Blue Book anticipates the redesigned Toyota RAV4 will be the
biggest winner among all automaker advertising, with more KBB.com shoppers
researching this model after the Big Game commercial airs.
"Similar to last year's advertising buzz surrounding Honda's CR-V ad, we
anticipate the Toyota RAV4 will experience a similar effect with a surge of
visitors researching the car on KBB.com," said Arthur Henry, manager of market
intelligence for Kelley Blue Book. "The RAV4 also competes in the popular
compact SUV segment, which is in high demand due to its fuel economy and
affordability. As one of the last vehicles to receive a redesign in its
segment, coupled with a high-profile ad campaign featuring The Big Bang
Theory's Kaley Cuoco, the RAV4 is sure to experience a jump in shopper
activity on KBB.com."
The 2014 Mercedes-Benz CLA also is predicted to benefit from its Big Game
commercial, resulting in increased KBB.com shopper activity for the brand.
According to a recent Kelley Blue Book Market Intelligence survey that was
targeted for advertising related to the Big Game, the buzz for Mercedes-Benz's
upcoming ad created inflated awareness by revealing that the spot will
showcase model Kate Upton. The survey also reports that one-fourth of
respondents who have seen automotive advertisement teasers before the official
airing of the full clip during the Big Game, most often recalled Mercedes-Benz
as the advertiser.
Hyundai is another brand predicted to receive a lift in KBB.com shopper
activity following the airing of its five ads during the game. With Hyundai's
frequency and sheer volume of time on the air, the brand will experience a
short-lived increase of KBB.com traffic share because of the brand's
already-recognized and established models in the marketplace.
"With a long history of advertising during the game, Hyundai has taken note
that this media buy is a truly impactful way to connect with consumers," said
Henry. "Hyundai has grown in shopping activity and consideration on KBB.com
as visitors have become more aware of the brand's impressive product
The Big Game survey conducted by Kelley Blue Book Market Intelligence from
January 24-28, 2013, shows that 74 percent of KBB.com visitors plan on
watching the game, and more than a quarter of those said the commercials are
the highlight of the event. According to the survey results, roughly 18
percent of KBB.com respondents already have viewed a 2013 Big Game commercial
online prior to the game, and of those individuals, half said they watched a
pre-released automotive-specific ad.
"With a large number of consumers tuning into the Big Game and paying close
attention to the commercials, automakers who run advertisements during this
event will have the opportunity to garner a tremendous amount of Internet
traffic, both to new-car research websites like KBB.com and auto manufacturer
sites," said Henry. "Furthermore, with the game being streamed on the
Internet in addition to the television broadcast, it makes it even easier for
consumers to research the advertised models and brands online."
For more information and news from Kelley Blue Book's KBB.com, visit
www.kbb.com/media/, follow us on Twitter at www.twitter.com/kelleybluebook (or
@kelleybluebook), like our page on Facebook at www.facebook.com/kbb, and get
updates on Google+ at https://plus.google.com/+kbb/.
About Kelley Blue Book (www.kbb.com)
Founded in 1926, Kelley Blue Book, The Trusted Resource®, is the only vehicle
valuation and information source trusted and relied upon by both consumers and
the industry. Each week the company provides the most market-reflective
values in the industry on its top-rated website www.kbb.com, including its
famous Blue Book® Trade-In and Suggested Retail Values and Fair Purchase
Price, which reports what others are paying for new cars this week. The
company also provides vehicle pricing and values through various products and
services available to car dealers, auto manufacturers, finance and insurance
companies as well as governmental agencies. KBB.com provides consumer pricing
and information on cars for sale, minivans, pickup trucks, sedan, hybrids,
electric cars, and SUVs. Kelley Blue Book Co. Inc. is a wholly owned
subsidiary of AutoTrader Group.
SOURCE Kelley Blue Book
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