2016 Mercedes-AMG GT, Fiat 500X Super Bowl Commercials Have Staying Power | Edmunds

2016 Mercedes-AMG GT, Fiat 500X Super Bowl Commercials Have Staying Power


SANTA MONICA, California —  The 2016 Mercedes-AMG GT and 2016 Fiat 500X Super Bowl commercials had staying power with car shoppers, according to an Edmunds analysis.

The analysis is based on unique mobile and desktop traffic to make and model pages on Edmunds.com. The analysis compared the Monday following the Super Bowl with average Monday traffic levels on the site.

Scoring big with consumers were the AMG GT, 500X and 2015 Jeep Renegade.

The surprise among that trio was the 500X crossover, which was featured in a memorable commercial in the second quarter of the game. The Fiat commercial, dubbed "Blue Pill," follows the travels of the little pill as it slips through the fingers of an amorous Italian, eventually dropping into the open fuel tank of the vehicle.

The 500X arrives at Fiat dealerships this spring.

There seemed to be a delayed reaction to this ad as Monday traffic for both 500X and the Fiat brand showed larger increases than on Sunday," said Jessica Caldwell, an Edmunds senior analyst.

"Blue Pill" had a ripple effect on other Fiat vehicles, as well. Traffic for the Fiat 500L increase 103 percent on Monday, for example.

Fiat also came out on top of all brands on Monday, according to the analysis. Chevrolet came in second in the "make performance" race, followed by Lexus and Nissan.

The Mercedes-Benz Super Bowl commercial, called "Fable," is a contemporary take on the tortoise-and-hare story.

The AMG GT, which is due to arrive at Mercedes-Benz dealerships this spring, is an all-new two-seat sport coupe that will replace the outgoing SLS AMG.

The 2015 Renegade will roll out to Jeep dealerships starting in late February.

The Edmunds analysis found the Dodge Challenger, Kia Sorento and Mini Cooper had the lowest increases on Monday.

The 2015 Kia Sorento ad featured the actor Pierce Brosnan as an action hero. The Sorento is on sale now at Kia dealerships.  

The analysis also found a "halo effect" in Super Bowl advertising. Other models see an uptick in traffic when their brand has a vehicle featured in a Super Bowl commercial.

A good example of this is the Chevrolet Colorado midsize pickup truck, which was featured in numerous ads during the pre- and post-game shows.

While the Colorado showed a 115 percent increase on Monday, its sibling, the GMC Canyon, also saw a noticeable lift of 39 percent.

Edmunds says: A well-targeted Super Bowl commercial can actually move the needle quite a bit for both models and brands.

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