ADDING and REPLACING Lincoln, Hyundai Super Bowl Ads Blitz Online Car Shoppers; Post-Game Analysis from Jumpstart Automotive

  ADDINGand REPLACINGLincoln, Hyundai Super Bowl Ads Blitz Online Car
  Shoppers; Post-Game Analysis from Jumpstart Automotive Group Reveals Auto
  Brands Netting Best Returns on Big Media Spend

Business Wire

SAN FRANCISCO -- February 6, 2013

In the Results chart, please note the addition of "(Pre-Game Ads)"after Fiat
500. Also note a final sentence has been added to the 2nd bullet point
following the chart.

The corrected release reads:

                               BIG MEDIA SPEND

The big game is over and the results are in. Jumpstart Automotive Group
released highlights of its fourth annual Super Bowl Advertising ROI Analysis
today—a study that reveals the automotive brands making the biggest impact
with online car shoppers immediately following the big game.

For marketers, this study is especially critical in revealing the immediate
effectiveness, or lack thereof, of traditional media investments among new car
buyers—the majority of whom (79 percent^1) turn to the Internet to research
their vehicle purchase.

Jumpstart’s analysis gauges online traffic to automotive brand pages across 12
vehicle shopping and research websites in the company’s partner network on
Super Bowl Sunday and Monday compared to the prior week. Gains in share of car
shoppers to these brand pages are then calculated as a percentage.

Results of the Jumpstart Super Bowl Advertising ROI Analysis follow:

                   Super Bowl         Super Bowl       Sunday-Monday Combined
Advertiser        Sunday (2/3) vs.  Monday (2/4)    (2/3 - 2/4 vs. 1/27 -
                   Prior Sunday       vs. Prior        1/28)
                   (1/27)             Monday (1/28)
Lincoln MKZ        20%                90%              63%
Hyundai Santa Fe   27%                22%              24%
Fiat 500           27%                7%               15%
(Pre-Game Ads)
Toyota RAV4        15%                11%              13%
Hyundai Sonata     20%                7%               12%

  *Lincoln, with its ad “Phoenix” that featured the sleek MKZ sedan emerging
    from the desert, scored the biggest points with online car shoppers,
    leaping 63 percent in share over the prior week and nearly three times as
    much as the next closest automotive advertiser.
  *Hyundai Santa Fe’s hilarious ads “Team” and “Epic Playdate” combined kids
    with comedy to great effect, while Fiat 500’s “Sisters” and “Topless”
    commercials used ‘sexy’ to sell its L and Abarth models. Both brands saw
    the second and third greatest Sunday/Monday share of shopper gains over
    the same timeframe the prior week, with increases of 24 percent and 15
    percent respectively. Interestingly enough, Fiat saw an increase in share
    of shoppers even though both of the automaker’s commercials aired during
    pre-game coverage.
  *Toyota’s humorous and wacky wish-granting spot for the RAV4 (13 percent)
    and Hyundai Sonata’s “Stuck” (12 percent), featuring clever driving
    situations in which the Sonata turbo helps a couple get ‘unstuck’, rounded
    out the top five increases in share of shoppers across Jumpstart’s partner
    network of automotive sites.
  *Three of the top five advertisers ran multiple commercials (Lincoln,
    Hyundai and Fiat). Kia followed suit with ads for the Sorento and Forte,
    yet the automaker saw a half percent decrease in share of shoppers despite
    its multi-spot investment.

“While the top five contenders saw considerable lift in brand interest among
millions of car shoppers in our network, this year’s increases were
significantly smaller than last,” said Nick Matarazzo, CEO of Jumpstart
Automotive Group. “The online pre-release of commercials prior to the game
helped dull viewer response and ultimately online shopper response, however,
we were excited to see an influx of mobile car shoppers to our network,
particularly among iPhone users.”

Notable Post-Super Bowl Mobile Trends

  *Jumpstart’s mobile device traffic grew 12 percent on Super Bowl Sunday
    compared to the prior week.
  *iPhone users represented the heftiest week over week mobile user increase
    at 27 percent.
  *Tablet traffic decreased by one percent on Super Bowl Sunday compared to
    the prior Sunday.

In the coming weeks, Jumpstart will release a longer-term analysis to help
marketers gauge the sustainability of their Super Bowl campaigns among online
shoppers in its partner network of sites, along with an estimated Super Bowl
Advertising Cost Analysis that reveals the expense of each brand campaign
weighed against the gain in share of shoppers.

^1J.D. Power and Associates 2012 New Autoshopper Study^SM

About Jumpstart Automotive Group

Jumpstart Automotive Group, a Hearst Media Services company and a division of
Hearst Magazine, brings innovative digital marketing solutions to automotive
advertisers by empowering the performance and reach of automotive publisher
partners. Jumpstart’s unavoidable audiences span online and mobile platforms
to generate awareness, shift perceptions and drive consideration for
automotive advertisers with intelligent analytics and strategic product
innovation. For more information, visit Follow Jumpstart on
Twitter @JumpstartAuto (!/JumpstartAuto).


Jumpstart Automotive Group
Jennifer Lange, (949) 916-4820
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