Cars.com Infographic: Big Game Advertisers Driving Social Buzz
CHICAGO, Feb. 6, 2013
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
"Over the years, automakers have flocked to theBig Gameto 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
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.
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).
Contact: Ethan Hertzberg, +1-312-601-5685, firstname.lastname@example.org
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