SOURCE: Jumpstart Automotive Group

Jumpstart Automotive Group

March 04, 2010 13:35 ET

Jumpstart Automotive Highlights Super Bowl 2010 Auto Advertising ROI

Analysis of Ad Spend Versus Percent of Share Gained Among Car Shoppers

SAN FRANCISCO, CA--(Marketwire - March 4, 2010) - To determine automotive advertising's return on investment during this year's Super Bowl, Jumpstart Automotive Group (http://www.JumpstartAutomotiveGroup.com), an expert automotive marketing company, analyzed the model-specific growth in share among car shoppers across 11 automotive shopping websites and the estimated price each manufacturer paid for every percent in share gained. The analysis was performed using an average assumed total ad dollars spent by each of the automakers on the big game, conducted over three weeks beginning February 7, 2010 and ending February 28, 2010.

Based on the study, which used an assumed benchmark average of $2.5 million per 30-seconds of Super Bowl in-game air time, Kia spent the lowest amount for every percent of market share gained at approximately $255,000 for its Sorento, with an average three week increase in share among car shoppers of 19.6 percent, the second highest increase in the study. Hyundai paid the second lowest amount of approximately $336,000 for every percent of market share gained for its Sonata, while experiencing the highest average three week increase of share among car shoppers at 22.3 percent. On the other hand, Audi's market share among car shoppers dipped half a percent even after its approximated $5 million media buy.

Results of the model-specific Jumpstart analysis follow.

Make/Model Estimated 2010 Super Bowl Advertising Expense Average 3-Week Growth Among Car Shoppers Approximate Price per % of Share Gained
Kia Sorento $5.0M 19.6% $255K
Hyundai Sonata $7.5M 22.3% $336K
Dodge Charger $5.0M 10.4% $480K
Audi A3 $5.0M -0.5% $5.0M+

"Quantifying Super Bowl ads is difficult for auto advertisers since consumers don't typically wake up Monday morning and purchase the car they saw in an ad," said Joe Kyriakoza, VP of Strategic Insights at Jumpstart. "Most of the companies that spent the cash enjoyed an increase in share that, at least over the last three weeks, demonstrates positive ROI against their investment."

Kyriakoza, an automotive marketing and brand expert, says the Jumpstart analysis is intended to help auto marketers develop a greater understanding of how offline media, especially broad-reaching events like the Super Bowl, impact true shopping behavior and brand consideration.

The study further reveals that in the first week following the Super Bowl, the Hyundai Sonata, the Kia Sorento and the Dodge Charger saw the greatest lifts in share among car shoppers at 28.7 percent, 14.7 percent and 9.8 percent respectively. And of all the models featured during the Super Bowl, the Kia Sorento was the only vehicle that saw continued growth in car shopper market share into the second and third weeks of February 2010. 

Manufacturers with Super Bowl ads that were not part of the three week Jumpstart analysis included VW, Honda and Acura, due to a lack of model-specific messaging or data. For example, Volkswagen's "Punch Dub" ad focused on the overall brand, not on specific Volkswagen products, while Acura's ZDX Coupe Concept ad and Honda's Crosstour ad featured new-to-market vehicles that lacked the historical shopping data required for proper analysis. However, Jumpstart did evaluate overall brand performance for Volkswagen, Acura and Honda for the day following the Super Bowl, with all three brands recognizing an increase in market share among car shoppers of 10.8 percent, 10.5 percent and 4.8 percent respectively from February 7th to February 8th.

The three week analysis was performed across Jumpstart's 11 automotive websites that include Vehix, Consumer Guide Automotive, JD Power Autos, Shopping.com Autos, Car and Driver, Road & Track, CarSoup.com, U.S.News Automotive Rankings and Reviews, HybridCars, CarGurus and TrueCar. Jumpstart's online audience consists of a monthly average of 12 million unique automotive shoppers and enthusiasts across all web properties, with each auto brand's share calculated by unique visitors to its brand pages vs. the total audience. Jumpstart has performed numerous analyses that demonstrate that brand consideration can be influenced by online and offline factors such as events, sponsorships, launches, pricing incentives and editorial features. 

About Jumpstart Automotive Group
Jumpstart Automotive Group is an expert automotive marketing company. It represents the broadest and most diverse audience of in-market car shoppers across 11 automotive websites that include Vehix, Consumer Guide Automotive, JD Power Autos, Shopping.com Autos, Car and Driver, Road & Track, CarSoup.com, U.S.News.com, HybridCars, CarGurus, and TrueCar. Fueled by a passion for performance, the Jumpstart Automotive Group is committed to the development of quality content and services for consumers and to maximizing publisher revenue and advertiser results through innovative products and services. Additionally, Jumpstart has been on the forefront of behavioral targeting and is now developing leading research and strategic insight products. For more information, visit JumpstartAutomotiveGroup.com

Contact Information

  • Contact:

    Jennifer Lange
    Jumpstart Automotive Group
    (949) 916-4820
    Email Contact