Do Super Bowl Car Commercials Affect Your Consideration?
Many people watch the Super Bowl just for the commercials, and automakers are some of the biggest spenders when it comes to Super Bowl advertisements. If you’re in the market for a new vehicle, do witty ads for new cars make you consider vehicles that weren’t already on your list?
This year, Acura, Audi, Cadillac, Chevrolet, Honda, Hyundai, Kia, Lexus, Suzuki, Toyota and Volkswagen are among the automakers slated to run commercials. They’ve spent a lot of money on these ads in the hopes of getting you in the showroom to check out their new cars. The Associated Press reports that the average cost for a 30-second commercial for this year’s Super Bowl is $3.5 million.
Consumer automotive site Edmunds.com tracks the effectiveness of these Super Bowl commercials after they air to see if more car shoppers research heavily advertised models on its site. “The analysis found that the secrets of winning Super Bowl car ads are compelling story lines and engaging characters maybe with some catchy music thrown in, but, most important, life beyond the game – before and after,” Forbes reports.
The most memorable commercials not only create buzz around new vehicles, but also the brand. People are still talking about Volkswagen’s “The Force” commercial for the Passat from last year’s Super Bowl.
“Is Super Bowl money well spent for any of the automakers?” Fortune writes. “The answer appears to be yes. The broadcast provides an opportunity to reach an enormously wide audience -- more than 100 million people -- that is ideal if you have an equally-wide message to get across.”
Have you ever researched, test drove or bought a new car because a Super Bowl commercial sparked your interest? Let us know in the comments below.
Shopping for a new car? Check out the U.S. News rankings of this year's best cars. Then, look for a great deal on a new car by checking out this month’s best car deals. You can also skip negotiating with a dealer by using our Best Price Program. Also, be sure to follow us on Twitter and Facebook.