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AutoTrader.com Traffic Spikes 414% After Super Bowl Commercial Airs

1 February 2000

AutoTrader.com Traffic Spikes 414% After Super Bowl Commercial Airs

         Automotive Dot-Com's Commercial Exceeds Company Expectations

    ATLANTA, Feb. 1 -- AutoTrader.com, the world's largest used
car marketplace, is claming victory after the company's first Super Bowl
commercial. Seconds after the commercial aired, AutoTrader.com saw its visitor
traffic increase by 414%. More than 24 hours later, traffic has leveled off
and still remains at more than three times AutoTrader.com's normal daily
traffic. Along with this remarkable rise in visitors, page views and time
spent per session greatly increased.
    "We even far exceeded our own expectations," said Chip Perry, president
and CEO of AutoTrader.com. "By utilizing the highest-rated commercial time of
the year, we took our first step in making AutoTrader.com a household name."
    The Super Bowl commercial launched the beginning of an aggressive yearlong
branding effort to introduce AutoTrader.com as the place to go when shopping
for a used car. AutoTrader.com ads will be running nationally in print and on
radio and broadcast media throughout the year.
    AutoTrader.com, the only automotive dot-com to advertise during the
Super Bowl, successfully set themselves apart from other dot com advertisers
with clear messaging and stunning visuals. The spot, entitled "Whoosh,"
featured special effects by Digital Domain who is best known for their work on
the motion pictures "Titanic" and "Apollo 13."
    AutoTrader.com has quickly established itself as the leading player in the
$370 billion dollar used car marketplace and in the $4.5 billion dollar
automotive classifieds market. In the last six months of 1999, AutoTrader.com
quadrupled its page views. In November and December 1999, the company
delivered more than one million qualified leads per month to its partners.
    Yahoo! Internet Life magazine recognized AutoTrader.com as the "Best
Used-Car Hub" and "Gold Star Site" in November 1999 and as one of the
"100 Best Sites for 2000" in the January issue.

    About AutoTrader.com
    AutoTrader.com (http://www.autotrader.com), the world's largest used car
marketplace, fundamentally improves the way people buy and sell cars by
providing a comprehensive source of credible information and a selection of
more than 1.5 million used vehicles for sale. AutoTrader.com is the exclusive
online distributor of the automotive listings contained in the Auto Trader(R)
and AutoMart(R) print magazines published by Trader Publishing Company. These
magazines are distributed in more than 136,000 retail outlets with an
estimated weekly circulation of 2.5 million copies. AutoTrader.com is also the
exclusive online distributor of used car listings data collected by
Manheim Auctions, Inc. and the Dealer Services Group of Automatic Data
Processing, Inc. AutoTrader.com's investors include Cox Enterprises, Inc.,
Manheim Auctions, Inc., Landmark Communications, Inc., the Dealer Services
Group of Automatic Data Processing, Inc., and Kleiner Perkins Caufield
& Byers.
    http://autotrader.com/index.jtmpl/?LNX=PBLCRELVARVAR