Edmunds.com: Hyundai Oscar Ads Raise Consideration
By Bill Visnic February 28, 2011
Hyundai Motor America may have gotten its money's worth from a dominating advertising blitz during last night’s Academy Awards, according to data from Edmunds.com. Following the Oscars, Hyundai’s overall brand saw a 13 percent lift in consideration compared to shopping traffic at Edmunds.com on the prior Sunday evening. The increase came after the Korean automaker aired a total of ten ads during both the awards telecast and the red carpet pre-show.
Hyundai inked a deal to be the exclusive automotive advertiser during the awards ceremony itself. But BMW, Honda, Chrysler and Acura employed pre- and post-ceremony advertising around the 83rd Academy Awards international telecast.
“With exclusivity, we get memorability,” John Krafcik, president and CEO of Hyundai Motor America, told AutoObserver.com last week in an interview. “It works well for us because of the characteristics of our brand and where we are in our growth cycle. With the compelling TV ratings combined with the glamour of the event and its attendees, it’s an ideal venue to show off the stars of our vehicle lineup.”
Hyundai advertised four individual models during last night's Academy Awards events. Each model received an overall increase in consideration on Edmunds.com, although some performed better than others. Hyundai ran its most ads for the new Elantra compact sedan. The four spots promoting the Elantra boosted its consideration at Edmunds.com by 35 percent.
The all-new Equus luxury sedan enjoyed the highest consideration boost of any Hyundai model last night. The luxury car’s two ads helped to deliver a 67-percent increase at Edmunds.com. The one ad for the Sonata Hybrid helped to drive the model’s consideration level 22 percent. Another ad for the Genesis near-luxury sedan contributed to the model’s 14 percent increase in consideration.
"The Oscars get the biggest ratings of any non-sports TV show in the United States," Krafcik said. "The demographics are perfect, and it’s a nice complement to our Super Bowl advertising.”
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