Jumpstart: Comedians Push Acura NSX to Top of Super Bowl Ad Success
Jay Leno and Jerry Seinfeld didn’t just get a few chuckles Sunday night when the pair of comedians and car enthusiasts appeared together in a Super Bowl commercial.
Apparently, their comical spot for the Acura NSX “resonated well with consumers” and helped the luxury model achieve the strongest gain in its share of online shoppers across Jumpstart Automotive Group’s network of 15 websites.
Specifically, during the Sunday/Monday time frame, the NSX’s share of traffic jumped 479 percent week-over-week across the network, which includes auto sites like Vehix, TrueCar, JD Power Autos, CarGurus, U.S. News Autos and more.
More specifically, the NSX experienced a 78-percent week-over-week hike in traffic share on Sunday, then skyrocketed 690 percent on Monday.
“Jumpstart’s analysts say the humor of Acura’s commercial featuring Jerry Seinfeld and Jay Leno battling over who would own the first NSX seems to have resonated well with consumers, spiking considerable shopper interest in the vehicle which isn’t yet available,” officials noted.
“As of (Wednesday), YouTube viewer counts of the Acura NSX spot were the highest of all automotive spots this year at nearly 16.5 million views,” they added.
Following the NSX was the Fiat 500 (up 249 percent) and the Chevrolet Sonic (up 182 percent), respectively. Fourth was the Hyundai Veloster, whose share of shoppers climbed 26 percent, with the Volkswagen Beetle was in fifth (up 13 percent).
Meanwhile, the heftiest decline among Super Bowl-advertising automakers was for the Chevrolet Camaro (down 56 percent), followed by the Hyundai Elantra (down 9 percent) and the Lexus GS (down 8 percent), respectively
Sharing some more data, Jumpstart noted that its websites showed a 33-percent week-over-week spike in mobile traffic on Sunday. More specifically, visitors using iPhones were up 44 percent with iPad users up 16 percent.
Officials also noted: “In an effort to create more hype around the ads and to engage consumers before the game, almost all of the auto advertisers ‘leaked’ their spots online last week, giving viewers a sneak peek at their creative as it would appear during the game and sometimes in a longer format than the spot for which they paid.”
Overall, Jumpstart’s network showed a 3-percent week-over-week gain in total audience with new visitor growth at 4 percent on Sunday/Monday versus the week-ago period.
“The auto advertising category exploded during this year’s Super Bowl,” said Libby Murad-Patel of Jumpstart’s Strategic Insights division. “With 20 auto spots and an estimated 1,245 seconds of broadcast time, this was a much busier ‘Big Game’ for automakers than two years ago during the recession and auto industry collapse.”