SANTA MONICA, Calif. — Mercedes-Benz and BMW saw the most significant traffic spikes on Edmunds.com after ads from the two companies ran during the Super Bowl, according to a real-time analysis from Edmunds.com.
Mercedes-Benz AMG GT saw the biggest cumulative spike in traffic during the game, with a 2,189% jump over average Sunday numbers on Edmunds.com. The BMW i3 had the second biggest Super Bowl boost with a 583% traffic spike.
“Even though these two advertised vehicles are likely to be sold in small volume to niche audiences, the BMW and Mercedes brands will enjoy the overall buzz they have generated,” said Jessica Caldwell, senior analyst at Edmunds.com. “Both brands will be quite happy that the millions of dollars they invested had the desired effect.”
The Lexus RC 350 was the third most popular car shown during the Super Bowl, generating a 568% spike in traffic. Other brands seeing traffic increases from Super Bowl advertising were Fiat, MINI, Chevrolet, Jeep and Kia.
“All the automakers who advertised during the Super Bowl succeeded in getting the attention of car shoppers during this big game,” said Caldwell. “But it’s a lot easier to create a big bang than it is to sustain the momentum and that will be the big challenge going forward.”