BIRMINGHAM — Chrysler may have jerked the most tears during the Super Bowl with its paean to the American farmer, but the commercial titled “Phoenix” for the Lincoln MKZ may wind up moving the most metal.
The Lincoln ad was the most successful in driving increased demand of any ad mentioning a specific model, according to the Birmingham-based marketing analysis firm Autometrics.
Using patent-pending methodology to collate data from over 100 third party automotive Web sites, Autometrics scores commercials based on the immediate increase in the number of prospects wanting to contact a local dealer for a price quote within 20 minutes of each ad airing.
With more than a million prospects on Super Bowl Sunday, the results present the most comprehensive assessment of lower funnel demand for models advertised during the kickoff show and game.
Each commercial is ranked by the percentage increase in prospects in the 20 minute window after the ad aired, compared to a one hour window before the ad aired. Also shown is each model’s share of the total increase in prospects during the Kick-Off Show and
The Lincoln MKZ commercial succeeded in capturing the highest increase in prospects, at almost 5,800 percent, and commanded a 42 percent share of all incremental prospects generated for individual models during the entire game, which Autometrics called a major boost for a brand in the process of being reinvented.
This was followed by the Audi S8 with a 1,391 percent increase in prospects, Hyundai Genesis increasing 412 percent, followed by Kia Forte at 394 percent and Kia Sorento at 379 percent.
Hyundai’s three Santa Fe ads combined to capture 12 percent of all incremental prospects.
Toyota’s RAV4 and Hyundai’s Sonata ads saw modest increases, possibly due to the early release of the ad, prior to the game.
Autometrics will be updating its Web site with additional results throughout the week ahead, including pre, half-time and post-game commercials, a comparison of new vehicle brand ads from Audi, Jeep, Lincoln, Mercedes-Benz, Ram, Subaru, Toyota and Volkswagen and an analysis of the sustainability of any uplift in demand for the models above.
Visit www.autometrics.com for further updates.