2016 Mercedes-Benz AMG GT, Lexus Brand Score in Super Bowl Ad Race | Edmunds

2016 Mercedes-Benz AMG GT, Lexus Brand Score in Super Bowl Ad Race


SANTA MONICA, California — The 2016 Mercedes-Benz AMG GT scored big when it came to catching the attention of car shoppers during the 2015 Super Bowl, according to an Edmunds analysis.

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

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

Coming in 2nd in the Super Bowl auto ad race is the 2015 BMW i3 electric hatchback, followed by the 2015 Lexus RC 350 coupe. The 2016 Fiat 500X and 2015 Jeep Renegade rounded out the top-five list.

Models with the lowest increases in searches during the Super Bowl include the Mini Cooper, Dodge Challenger, Lexus NX 200t, Kia Sorento and Toyota Camry.

Lexus scored the top performance by brand during the 2015 Super Bowl, according to the analysis. Lexus was followed by Mercedes-Benz and Fiat.

Lexus showcased the 2015 Lexus NX 200t crossover and RC during the game.

Edmunds' analysis gauges the effect of Super Bowl advertising on traffic to the Edmunds.com Web site during the weekend. The analysis measures traffic lifts to the brand and model pages of the game's automotive advertisers.

"With more vehicles on the market than ever before, automotive advertisers strive to stand out from the competition by being bolder — both with their creative and with their pocketbooks," said Jessica Caldwell, an Edmunds senior analyst.

She added: "A well-executed Super Bowl ad accomplishes both objectives. History also shows that the Super Bowl is an especially powerful launching pad for debut and lesser-known models looking to make a dramatic first impression on car shoppers."

Edmunds says: We will continue tracking the Super Bowl ad effect on car shoppers in the coming days.

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