Study By Dataium Shows BMW Wins Super Bowl Ad Wars

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BMW Super Bowl ads delivered the strongest gains in visitors and leads to their local dealership websites among automotive Super Bowl advertisers

With the real-time auto shopper activity data we collect, for the first time we can see the impact of national advertising initiatives by the OEMs on the local dealership showroom.

Dataium, LLC, an automotive buyer behavior analytics company, today released its Promotional Impact Charts (PIC) for Super Bowl automotive advertisers. The company measured shopping, inventory search, and lead activity of over 3 million active auto shoppers during the Super Bowl, at the precise times each of the automotive manufacturers' television spots were broadcast. The resulting statistics clearly indicate BMW's Super Bowl commercials delivered the greatest impact for their local dealerships. It should be noted that in every instance, but Hyundai, commercials that ran prior to kickoff, generated better performance metrics for their respective local dealership websites, than those commercials that ran during the game.

As expected, the Super Bowl's impact on overall online auto shopping was negative, with a -24% decline in shopper activity at the start of the game, but online shopping returned to pregame activity levels during halftime. After halftime activity declined dramatically, down -42% by the game's final tick of the clock. Overall inventory search volume declined -23%, while lead volume actually increased 2.65% during the game. For the week following the Super Bowl, Monday through Saturday, all performance metrics remained down when compared to a typical non-Super Bowl week.

So do Super Bowl ads stem the tide or perhaps deliver gains in auto shopper activity for those manufacturers who advertise during the game? No, there was no appreciable variance in auto shopper behavior for those brands that advertised than for those that did not. Consumer shopping behavior seems to be more impacted by the game itself than the ads within it. However, much of the goal of Super Bowl advertising is to build brand recognition and definition rather than generate website traffic and lead volume.

"It was exciting for our team to watch the Super Bowl commercials on one monitor and watch consumers response on another," stated Eric Brown, CEO of Dataium, "with the real-time auto shopper activity data we collect, for the first time we can see the impact of national advertising initiatives by the OEMs on the local dealership showroom."

A full report of Promotional Impact Charts (PIC) for each automotive Super Bowl commercial is available upon request at The report includes performance statistics by make and model, comparative statistics of auto buyer behavior pre-Super Bowl and post Super Bowl, as well as, keyword usage trends, and more. Custom reports are also available by request.

About Dataium, LLC
Dataium is the largest aggregator of Internet automotive shopping activity. The company collects, analyzes, and indexes billions of online automotive shopping events. Dataium supports patented data collection and reporting technology; VisiCogn® Collection Utility, VisiCogn® Knowledge Center, VisiCogn® INSITE, and is also known for its ASIā„¢ index. For more information, visit, email: info(at)dataium(dot)com, or call 877-896-DATA (3282).

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Tarynne Rodney
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