Edmunds.com Reports on Infiniti's Emmy Award Sponsorship Effectiveness: Infiniti QX56 Traffic up 51 Percent after Broadcast
SANTA MONICA, Calif. — September 1, 2010 — Edmunds.com, the premier online resource for automotive information, has noted that shopping consideration for the 2011 Infiniti QX56 rose 51 percent after the airing of its commercials during the Emmy Awards Sunday night.
"We're thrilled with the buzz we've received from Infiniti's sponsorship of the Emmys," Ben Poore Infiniti Americas vice president, told Edmunds' AutoObserver.com. "Our strategy was to own a big moment for the all-new Infiniti QX56 launch, and boy did we get one. Infiniti's involvement with the Emmys - especially the work we did with the cast of "Community" - has exceeded our expectations."
The ad he references can be found at http://www.autoobserver.com/2010/08/infinitis-emmy-ads-boost-qx56-shopping-consideration-edmundscom-reports.html.
While the QX56 got a bump in consumer interest, the overall Infiniti brand did not — nor did Audi, which hosted pre-Emmy awards events.
"Consideration" is a measurement of Edmunds.com Web site visitors' interest in a vehicle as indicated by navigation to pages of content specific to that vehicle (such as car reviews, videos and photos.) Edmunds.com analysts say consideration is a good metric for gauging marketing effectiveness. Consideration of a brand or model is the first step toward purchase intent, but not everyone counted in consideration metrics is currently in the market to buy a vehicle.
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Edmunds.com Inc. publishes four Web sites that empower, engage and educate automotive consumers, enthusiasts and insiders. Edmunds.com, the premier online resource for automotive information, launched in 1995 as the first automotive information Web site. Its mobile site, accessible from any smartphone at www.edmunds.com, makes car pricing and other research tools available for car shoppers at dealerships and otherwise on the go. InsideLine.com is the most-read automotive enthusiast Web site. Its mobile site, accessible from any smartphone at www.insideline.com, features the wireless Web's highest quality car photos and videos. CarSpace is the most established automotive social networking Web site. AutoObserver.com provides insightful automotive industry commentary and analysis. Edmunds.com Inc. is headquartered in Santa Monica, California, and maintains a satellite office in suburban Detroit. Follow Edmunds.com on Twitter@edmunds and fan Edmunds.com on Facebook at http://www.facebook.com/edmunds.