Lincoln MKZ "Phoenix" commercial drives the biggest increase in demand during Super Bowl XLVII


Lincoln MKZ

BIRMINGHAM, MI--Feb. 4, 2013: Autometrics announces the official impact on demand of Super Bowl vehicle commercials, where a specific model was featured.

Using patent-pending methodology to collate data from over 100 third party automotive websites, Autometrics scores commercials based on the immediate increase in the number of prospects wanting to contact a local dealer for a price quote within 20 minutes of each ad airing.  With over 1 million prospects on Super Bowl Sunday, the results present the most comprehensive assessment of lower funnel demand for models advertised during the Kick-Off Show and Game.

Each commercial is ranked by the percentage increase in prospects in the 20 minute window after the ad aired, compared to a one hour window before the ad aired.  Also shown is each model's share of the total increase in prospects during the Kick-Off Show and Game.

Model           

Ad Title                    

Share of Lift  

% Increase in Prospects

LINCOLN MKZ         

Phoenix                           

42%

5800%

AUDI S8          

Suspect                         

3%

1391%

HYUNDAI GENESIS    

Excited                

4%

412%

KIA FORTE           

Hotbots                 

5%

394%

KIA SORENTO      

Space Babies               

32%

379%

HYUNDAI SANTA FE   

Epic                

6%

136%

HYUNDAI SANTA FE    

Don't tell                   

3%

72%

HYUNDAI SANTA FE    

Team                        

3%

57%

TOYOTA RAV4        

Wish Granted                

1%

31%

HYUNDAI SONATA      

Stuck                            

0%

3%

The Lincoln MKZ commercial succeeded in capturing the highest increase in prospects, at almost 5,800%, and commanded a 42% share of all incremental prospects generated for individual models during the entire game, a major boost for a brand in the process of being reinvented.  This was followed by the Audi S8 with a 1,391% increase in prospects, Hyundai Genesis increasing 412%, followed by Kia Forte at 394% and Kia Sorento at 379%.

Hyundai's three Santa Fe ads combined to capture 12% of all incremental prospects.  Toyota's RAV4 and Hyundai's Sonata ads saw modest increases, possibly due to the early release of the ad, prior to the Game.

Autometrics will be updating its website with additional results throughout the week ahead, including pre, half-time and post-game commercials, a comparison of new vehicle brand ads from Audi,  Jeep, Lincoln, Mercedes-Benz, Ram, Subaru, Toyota and Volkswagen and an analysis of the sustainability of any uplift in demand for the models above.  Visit Autometrics for further updates.

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