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