2014 Mercedes CLA-Class Scores Big in Super Bowl Auto Ad Wars
- The 2014 Mercedes-Benz CLA-Class, with a little help from supermodel Kate Upton, had the highest jump in vehicle consideration on Edmunds.com during the 2013 Super Bowl.
- The 2014 Mercedes-Benz CLA-Class had a cumulative lift of 3,067 percent; the 2013 Lincoln MKZ was a distant second at 81 percent.
- Consideration for Ram Trucks climbed 7 percent on Edmunds in the fourth quarter following the brand's Farmers advertisement.
Nearly one out of every five vehicle considerations on Edmunds during the fourth quarter were for the 2014 CLA-Class.
Edmunds analyzed Internet traffic during the Super Bowl to gauge which ads resulted in large traffic spikes during the broadcast. The consideration lifts are measured against the average of the previous four Sundays on Edmunds.com. The analysis quantifies how well the Super Bowl ads resonated with viewers.
The 2014 Mercedes-Benz CLA-Class had a cumulative lift of 3,067 percent; the 2013 Lincoln MKZ was a distant second at 81 percent. The Toyota RAV4 took the number three spot with a 61 percent lift, followed by the Hyundai Santa Fe with a 43 percent lift. The Hyundai Genesis took the number five spot with a 25 percent lift.
Mercedes-Benz USA teased its Super Bowl commercial in a video featuring Upton washing the car. As of Monday morning, the Upton teaser ad had garnered 6.6 million views on YouTube. The CLA-Class is a new model for Mercedes-Benz and many car shoppers were likely seeing it for the first time during the game.
The top three makes based on the analysis are Mercedes-Benz with a 61 percent lift; Lincoln with a 59 percent lift and Hyundai with an 8 percent lift.
Consideration for Ram Trucks climbed 7 percent on Edmunds in the fourth quarter following the brand's Farmers advertisement.
Consideration for the 2013 Kia Sorento on Edmunds shot up 206 percent following the fourth quarter advertisement.
The Audi commercial featuring the S6 performance sedan did well with viewers. The ad features a teenage boy who goes dateless to his high-school prom and ends up kissing the prom queen. The Audi S6 vehicle consideration spiked 73 percent on Edmunds during the fourth quarter.
Edmunds said the Volkswagen Beetle consideration lift remains high at 115 percent after its ad in the second quarter of the game. Jeep consideration was up 34 percent in the third quarter following its Oprah ad during halftime.
Edmunds says: Look for more analysis and insights from us in the days to come about the advertising winners and losers.