Super Bowl = Super Results for Auto Marketers
Auto marketers are looking for powerful ways to drive cross-channel traffic and Super Bowl ads do just that, merging TV and social, finds Experian. This Sunday’s big game and its 30-second, $5 million ad spots may be just the right route to acquiring high-quality customers, according to research released on Wednesday.
Experian examined results from last year’s Super Bowl for Audi, Buick, Hyundai, Jeep and Toyota ads. Each of the auto brands had “a social media component” linked with their commercials.
“Our latest findings showed all five of these brands gained more ‘high influencer’ and active followers on their social media channels within the month after the ‘Big Game,’ ” Experian’s Brienna Pinnow writes in a blog post announcing the research. “On average, the percentage of influential followers (consumers with more than 1,000 followers) increased 14.8 percent during the month after the Super Bowl, while the average number of posts for each follower increased by 35.4 percent.”
And while influencers are great, the average social media follower isn’t too shabby, either, Experian says. More than 37 percent of them earn between $50,000 and $99,999 a year, reads the post titled “Automotive Brands Spread the Word Digitally During the Super Bowl.”
And this isn’t even counting the fans who are already watching for sneak peeks at Sunday’s commercials. As of Wednesday afternoon, thousands had already taken to YouTube to view ad trailers from brands like Mercedes-Benz (#easydriver) and Audi (#DriveProgress):
[Update: The Audi commercial is already viral, as of Friday, and has nearly 5 million views at noon.]
Insight Into Super Bowl-Acquired Auto Customers
Experian says Super Bowl fans who watch car commercials and then convert to being auto brand social media followers have some common characteristics.
- They’re mostly young fathers from Michigan (1.3 times more likely to be men; 60 percent of those interacting are aged 26 to 50; and a lucky 13.3 percent of them may be teaching their kids how to drive, considering they have 16- to 18-year-old children. As for that Michigan stat, Experian says: “Consumers who engaged with these automotive brands on social media the month after the Super Bowl were 1.56 times more likely to reside in Michigan.” This is the state that houses Detroit, after all.)
- These customers are diligent about car maintenance (Twice as likely as the average person to follow auto service providers)
- Car geeks are gadget geeks, too (They’re nearly four times as likely as the general population to follow consumer electronics store accounts)
- Auto fans also read a lot and love sports, which may not be a surprise — considering they’re watching the Super Bowl (They follow sports organizations a little more than average; these consumers are nearly three times as likely to follow sports media companies; and they’re nearly four times as prone to follow magazine brands)
- Ads on shows like “Top Gear,” “60 Minutes” and “Baseball Tonight” may work, too, as Experian says Super Bowl-to-auto brand followers tend to watch this programming, too.
What do you think, auto marketers?
Please respond in the comments section below.