Nashville, TN — 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.
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 www.dataium.com/library. 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.
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 www.dataium.com, email: firstname.lastname@example.org, or call 877-896-DATA (3282).