SANTA MONICA, California — The 2016 Mercedes-Benz AMG GT Super Bowl commercial dubbed "Fable" proved to be the ultimate winner in Edmunds' final analysis of unique mobile and desktop traffic following the game.
The AMG GT, an all-new two-seat sport coupe that arrives at Mercedes-Benz dealerships in the spring, saw the largest increase of all advertised models. However, there was no noticeable spill-over in traffic for other Mercedes-Benz models.
Of all brands advertised, Fiat and Mini saw the largest increase during Super Bowl week. Additionally, all other Fiat models showed a significant increase in traffic. The Fiat 500L, 500 and 500e all benefited from the Super Bowl advertisement.
"Having two small car brands advertising in the big game most likely created synergy between those brands as well," said Jessica Caldwell, an Edmunds senior analyst.
One disappointment: the Kia Sorento SUV.
It was the only advertised vehicle that didn't see an increase in Edmunds traffic in the week following the Super Bowl.
"This ad received a lot of buzz," Caldwell said. "But perhaps viewers remember star Pierce Brosnan more than the vehicle."
The analysis looked at mobile and desktop traffic to make and model pages on Edmunds.com and calculated "lifts" immediately following the game, along with the Monday after the game and post-Super Bowl week.
Edmunds says: A tortoise-and-hare story and a little blue pill give two memorable Super Bowl ads some long legs.