Dodge Charger Super Bowl Ad May Have Been A Favorite, But Hyundai's Were The Ones That Paid Off

Kelley Blue Book, www.kbb.com, the leading provider of new and used car information, today reports a huge surge in new-car Web traffic for the heavily advertised Hyundai Sonata during Super Bowl XLIV on Sunday, February 7.  In addition, kbb.com saw a significant lift in new-car traffic for the Honda Accord Crosstour and Kia Sorento following the airing of their respective new-vehicle ads during Super Bowl Sunday.

For the second year in a row, the new-car model most advertised by Hyundai during the Super Bowl garnered the largest increase in Web traffic to kbb.com that day (among models advertised during the Super Bowl).  This year, Hyundai advertised the all-new Sonata multiple times on Super Bowl Sunday and subsequently experienced a massive 91 percent increase in traffic to the new Sonata on kbb.com.  Last year during Super Bowl XLIII on February 1, 2009, Hyundai premiered spots for the Genesis and saw an 82 percent increase in traffic to the model that day.

Other big auto-related Super Bowl XLIV ad traffic winners for this year were the Honda Accord Crosstour with a 66 percent increase in traffic on kbb.com, and the all-new Kia Sorento with a 47 percent increase.

New-Car Models Seeing Increased Web Traffic on kbb.com Following their Brands' Respective Super Bowl XLIV Ads
   

Hyundai Sonata  + 91%
Honda Accord Crosstour + 66%
Kia Sorento + 47%
Hyundai Tucson + 42%
Audi A3 TDI + 38%
Acura ZDX + 27%
Dodge Charger + 16%
   
In addition, a kbb.com homepage quick poll asked car shoppers to vote for their favorite Super Bowl car ad, and consumers chose the Dodge Charger "Man's Last Stand" spot as their favorite at 24 percent, closely followed by the Audi A3 TDI "Green Police" ad at 21 percent.  Rounding out the top five choices were the Hyundai "10 Years/Favre" ad at 17 percent, the Volkswagen "Punch Dub" spot at 16 percent and the Kia Sorento "Joyride" ad at 10 percent.

"The latest kbb.com traffic data shows that big-budget ad buys really can pay off when you have engaging product and a creative, eye-catching spot to capture football fans' attention during the big game," said James Bell, executive market analyst for Kelley Blue Book's kbb.com.  "The Saints may have taken home the Vince Lombardi trophy, but Hyundai captured the big win this year in terms of new-car interest increasing from their ads.  It's impressive when a car commercial can compel someone to take their eyes away from the big game to research a new-car online, and we know informed car shoppers come to Kelley Blue Book's kbb.com to get the most timely and trustworthy vehicle values and information."

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For the purposes of this data, traffic increase is defined as the percent change when comparing Sunday, February 7, 2010 (Super Bowl XLIV Sunday) with the previous Sunday, January 31, 2010.  The quick poll asking car shoppers to vote for their favorite Super Bowl car ad was featured on the homepage of Kelley Blue Book's kbb.com from February 7-9, 2010, and had 201 respondents.

AlleVier - 2/9/2010 4:43:42 PM

+1 Boost

All the ones at the top, starting from the Tucson, are Toyota competitors. This is more a testament to how effective the Toyota recalls were at generating traffic than the ads themselves.

jsell - 2/9/2010 5:37:26 PM

+1 Boost

You might be right AlleVier. But I don't think so, the new Sonata is a hell of a nice looking car.

v-10 NSX

lexworld - 2/9/2010 7:58:42 PM

-2 Boost

What's the matter Agent009 can't get much feedback these days huh?...I can almost read your thoughts. You really believe you literaly can write articles without even mentioning the word Toyota and recieve a ton of interesting comments. Toyota is still influencial even though they are dealing with their recall woes. If you think the world is better off without the big ToMoCo, you've got another thought coming. Ironically that thought, that haunting thought is..It's just a matter of time before Toyota comes charging back and go straight back to the top! Hey after all Hyundai has now been given an 8 million vehicle recall jump start...sad thing though, is even that won't be enough to keep ToMoCo down long enough for Hyundai to copy cat the top spot. Remember! I'll be checking in from time to time to rub it in......

Joe_Limon - 2/10/2010 12:56:11 AM

+2 Boost

You want more? Ok, don't worry, I just submitted a link for the steering issues that Corolla's have been having.

MBCLS07 - 2/10/2010 1:50:03 AM

-2 Boost

From a creative standpoint, Audi's "Green Police", Kia's "Joyride" and the Dodge "Man's Last Stand" spots were clearly the best. However, the models featured in the Audi and Dodge spots are nearing the end of their life cycles and are already very familiar with viewers. The Hyundai spots, while lackluster in terms of creativity and entertainment have the distinct advantage of featuring a brand new design, and a rather attractive one at that, hence the surge in online traffic.

acronis - 2/10/2010 8:15:10 AM

0 Boost

The numbers don't lie. No matter what your personal angst or brand fan preference only the numbers matter. Proof of how well Hyundai's newly redesigned Sonata succeeds will rest in the total numbers going into the first quarter of this year.

So far Hyundai's numbers at least for the start of 2010, with the new redesigned Sonata not yet included, have been going vertical with double digit increases in sales year-over-year. At the end of the day, numbers are how automakers keep score.