Kia, Maserati and Audi Are Big Winners in Super Bowl Ad Blitz | Edmunds

Kia, Maserati and Audi Are Big Winners in Super Bowl Ad Blitz


Just the Facts:
  • The 2015 Kia K900 was the clear winner among car shoppers in the 2014 Super Bowl advertising blitz, followed by the 2014 Maserati Ghibli and the 2015 Audi A3, according to an analysis by Edmunds.
  • The Ghibli made a big splash and came in second with a 455 percent lift in consideration by shoppers.
  • Despite not running commercials during the game, Ford models did well in lifts in consideration.

SANTA MONICA, California The 2015 Kia K900 was the clear winner among car shoppers in the 2014 Super Bowl advertising blitz, followed by the 2014 Maserati Ghibli and the 2015 Audi A3, according to an analysis by Edmunds.

The K900, the Korean brand's first foray into the luxury market, scored a 7,100 percent lift in consideration by car shoppers.

The Ghibli made a big splash and came in second with a 455 percent lift in consideration by shoppers.

The Ghibli is Maserati's first midsize four-door luxury sport sedan.

Audi's "Doberhuahua" commercial proved to be a tiny dog with a big bite, scoring a 137 percent lift in consideration for the upcoming A3.

Despite not running commercials during the game, Ford models did well in lifts in consideration. The Ford Fusion Hybrid had a 117 percent lift and the Ford Fusion had a 29 percent lift.

While the 2014 Chevrolet Silverado did not have any lift from the game's Silverado HD or Heavy Duty advertisement, Silverado 3500 Classic had a 314 percent lift, Silverado 1500 Hybrid had a 38 percent lift and Silverado 3500 HD had a 25 percent lift.

The roll call of vehicles showing no lift in consideration includes the 2014 Hyundai Elantra, Jeep Cherokee, Buick Verano, Dodge Charger and Dodge Dart. Advertisements for those ranged from commercials that ran during the game and the pre-game show.

Edmunds gauged Model Site Consideration based on in-game quarterly updates at the Make and Model levels compared to a baseline period. Lifts in consideration are measured against the average of the previous four Sundays.

Edmunds says: The final word on what worked and didn't work for automakers during the Super Bowl ad extravaganza.

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