Seinfeld and Leno Team Up To Win Super Bowl Battle

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Dataium research shows Acura's commercial featuring Jerry Seinfeld and Jay Leno had the largest increase in traffic to its respective dealership websites.

Concerning the spike in Acura visitors, what's most interesting is the fact that there was no corresponding uptick in searches for the not-yet-released NSX supercar.

Dataium, the largest aggregator of online automotive shopper behavior, today released its Promotional Impact Reports for the 2012 Super Bowl advertisers in the automotive category. The reports detail the shopping, inventory search, and lead activity of over 70 million active auto shoppers during the Super Bowl at the precise times each of the manufacturer’s spots were broadcast.

The resulting statistics indicate that Acura’s commercial, “Transactions”, which featured comedians Jerry Seinfeld and Jay Leno delivered the greatest impact with unique visitors on Acura’s dealership websites increasing by over 200% following the commercial being aired. Dylan Snyder, a Senior Analyst with Dataium stated, "Concerning the spike in Acura visitors, what's most interesting is the fact that there was no corresponding uptick in searches for the not-yet-released NSX supercar. This is a perfect example of the halo effect where the flagship model excited interest in the rest of the range."

Audi’s “Vampire” commercial also generated a positive response, growing unique visitors on dealership websites by 100% after the commercial aired. In contrast, Cadillac’s “Go To Green Hell” ad had the least impact with visitors on its dealership websites, decreasing by 30% once the commercial was televised.

With respect to specific models, Motley Crue, MMA fighters, and supermodels helped the Kia Optima advance vehicle-specific searches on the brand’s dealership websites by over 140% once the commercial aired. On the contrary, the Hyundai ad for its Veloster Turbo featuring the cheetah saw a 34% decline in searches once the ad was televised.

Despite the positive growth expected in the industry in 2012, the number of commercials within the automotive category during the 2012 Super Bowl declined by 22% over the previous year. Although the number of commercials declined in 2012, the number of manufacturers that advertised during the event increased by 8%. Four brands, BMW, Mercedes-Benz, MINI, and Nissan advertised in 2011 but chose not to play the Super Bowl advertising game at all in 2012. In contrast, five brands, Acura, Cadillac, Fiat, Lexus and Toyota sat out last year's game but produced ads for the 2012 event. In 2011, Chevrolet ran the most ads during the game, while in 2012; they tied with Hyundai for the most commercials, with a total of five for both brands.

Promotional Impact reports for automotive advertisers during the 2012 Super Bowl are available for download and purchase at The reports include mobile usage trends during the game, along with performance statistics by make, model, market and keyword.

Through proprietary data collection and analytics, Dataium aggregates and measures billions of auto shopper behavioral events from over 70 million active auto shoppers across a network of diverse automotive websites. Dataium not only provides data and research on auto shopper/buyer behavior nationally, but by specific makes, models, vehicle segments, and markets. Further, Dataium provides campaign attribution/impact, retargeting, and lead reanimation data solutions.

About Dataium, LLC
Dataium is the largest aggregator of Internet automotive shopping activity. With its Cloud Intelligence™ platform, the company collects, analyzes, and indexes billions of online automotive shopping events from over 70 million active auto shoppers. The company supports cutting-edge data collection and reporting technology; VisiCogn® Collection Utility, VisiCogn® Knowledge Center, and is also known for its ASI™ 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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