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2014 Super Bowl Post-Monday Ad Analysis February 4, 2014

2014 Super Bowl Post-Monday Ad Analysis February 4, 2014. Objectives and Methodology. Objectives: To measure the impact of Super Bowl ads on Edmunds.com shopping To determine which ads generated the most online interest/traffic. Methodology

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2014 Super Bowl Post-Monday Ad Analysis February 4, 2014

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  1. 2014 Super Bowl • Post-Monday Ad AnalysisFebruary 4, 2014

  2. Objectives and Methodology • Objectives: • To measure the impact of Super Bowl ads on Edmunds.com shopping • To determine which ads generated the most online interest/traffic • Methodology • We compared consideration lifts from the Monday following the Super Bowl with the previous four Mondays. No part of this document or the information it contains may be used, or disclosed to any person or entity, for any purpose other than advancing the best interests of the Edmunds.com, Inc., and any such disclosure requires the express approval of Edmunds.com, Inc.

  3. “It’s about time!” Findings • Luxury was the big winner, with four of the top five consideration gains going to luxury models: • The all new luxury Kia K900 increased consideration 30X. This represents 5,791 incremental shoppers. • Maserati Ghibli came in 2nd increasing consideration 7X, garnering 1,469 incremental shoppers. • Chrysler 200, Jaguar F-Type, and Audi A3 round out the top five with triple digit increases. • At the make level, Maserati (426%) had the highest lift, while Kia (6,449) gained the most IUUs. No part of this document or the information it contains may be used, or disclosed to any person or entity, for any purpose other than advancing the best interests of the Edmunds.com, Inc., and any such disclosure requires the express approval of Edmunds.com, Inc.

  4. Consideration Lift • The Kia K900 had the highest lift of all models and increased consideration 30X. • Maserati’s newest addition to their lineup, the Ghibli, ranked 2nd increasing their consideration 7X. • Chrysler 200, Jaguar F-Type and Audi A3 had triple digit lifts and ranked 3rd, 4th, and 5th respectively. • Hyundai Genesis and Toyota Highlander also showed impressive lifts. *K900 and Ghibli have a low base, which resulted in very large lifts. No part of this document or the information it contains may be used, or disclosed to any person or entity, for any purpose other than advancing the best interests of the Edmunds.com, Inc., and any such disclosure requires the express approval of Edmunds.com, Inc.

  5. Incremental Shoppers • With over 5,700 additional shoppers on the Monday following the Super Bowl, Kia K900 had more than 3X the uniques of their next closest competitor. • Ghiblihad the 2nd highest lift, garnering 1,469 IUUs. • Highlander was ranked 7th in terms of lift, but 3rd with IUUs. This is because they started with a large base.

  6. Of the brands that advertised during the game, Maserati, Kia, Chrysler, and Jaguar had the highest lifts. Make Consideration Lift *VW and Honda did not show a measurable lift No part of this document or the information it contains may be used, or disclosed to any person or entity, for any purpose other than advancing the best interests of the Edmunds.com, Inc., and any such disclosure requires the express approval of Edmunds.com, Inc.

  7. Make Incremental Shoppers At the brand level, Kia was the clear winner, with almost 3 times as many incremental shoppers as the next closest make --- Maserati. No part of this document or the information it contains may be used, or disclosed to any person or entity, for any purpose other than advancing the best interests of the Edmunds.com, Inc., and any such disclosure requires the express approval of Edmunds.com, Inc.

  8. +8.6% Increase +1.5% Increase -4.9% Decrease!” Traffic by Device Type Typical Sunday Laptop/Desktop: 55% Tablet: 17% Mobile: 28% Super Bowl Sunday Laptop/Desktop: 52% Tablet: 17% Mobile: 31% No part of this document or the information it contains may be used, or disclosed to any person or entity, for any purpose other than advancing the best interests of the Edmunds.com, Inc., and any such disclosure requires the express approval of Edmunds.com, Inc.

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