According to Edmunds.com traffic stats, consideration on Edmunds.com for the new Cadillac ATS had shot up 474 percent by Monday, after its first ads debuted during the Olympic opening ceremonies and throughout the weekend.
BMW, meanwhile, debuted its new “Victory” ad, which featured its 3 Series sedan. The spot led to a 22 percent increase in consideration for the vehicle on Edmunds.com. BMW also introduced to the viewing public its new X1 crossover SUV. By Monday consideration for the new vehicle had shot up 1,063 percent from an admittedly small base. By the end of the weekend, BMW enjoyed a 30 percent increase in consideration for its brand overall on Edmunds.com.
While not official Olympics sponsors, both Acura and Infiniti ran ads during NBC’s Olympic coverage last weekend, and Edmunds.com traffic shows mixed results: The 2013 Acura ILX garnered a big spike in shopping (up 57 percent by Monday morning), while the new Infiniti JX crossover did not fare well at all, with only an 8-percent rise after the weekend.
(NOTE: Edmunds.com’s “Consumer Vehicle Consideration ” for a specified period is the percentage of visitors to www.edmunds.com who viewed vehicle content – pricing, reviews, specs, photos, etc. – about a specific new vehicle, as a share of visitors who viewed similar content about any new vehicle within the same segment. Edmunds.com believes that when tracked over time, “consideration” is a metric for measuring marketing effectiveness. While consideration is the first step toward purchase intent, not every visitor who views new vehicle content is currently in the market to buy a new vehicle.)
More information on these Olympics advertisers can be found at http://www.edmunds.com/