Audi and Toyota ads generated the most traffic on Edmunds during the Super Bowl broadcast on CBS.
The car shopper experts tracked traffic to automakers' brand and model pages both on desktop and mobile sites to find out which ads were most effective in steering an abrupt shopper interest.
The analysis showed that Audi's "Cashew" ad on its e-tron lineup was the most successful ad of the night, boosting traffic to the e-tron GT by 13,578 percent. It had the most traffic growth of any advertised brand, up 116 percent.
Toyota's "Wizard" ad was also a huge achievement, causing traffic to Supra pages up over 13,000 percent.
Jessica Caldwell, Edmunds executive director of industry, applauded Audi and Toyota in being able to capture shoppers’ immediate interest.
"Even as automakers explore new ways to use the buzz around the big game to grab the attention of car shoppers, our data continues to prove that the traditional broadcast spots still have a place," Caldwell said. "A commercial that both entertains and shows a car people have never seen before tends to be the winning formula to entice people to go online immediately to learn more. Even though base size does play a role when looking at website traffic lifts like this, the fact that Audi and Toyota were so successful in getting immediate interest shows that they're clearly doing something right."
Edmunds data shows that Mercedes-Benz, Kia and Hyundai have also captured car shoppers' attention and enticed them to learn more about the automakers’ models.
Brands with the Highest Lifts in Traffic on Edmunds During the Game
Models with The Highest Lifts in Traffic on Edmunds During the Game
|Audi e-tron GT||13,578%|
|Toyota RAV4 Hybrid||957%|