SANTA MONICA, Calif.,
Aug. 25, 2016 /PRNewswire/ -- The
significant investments BMW and Chevrolet made to advertise during
the 2016 Summer Olympic games seem to have paid off, according to
new data from Edmunds.com. Consumer interest in BMW vehicles on
Edmunds was up 12 percent during the first week of the Summer
Games, and rose seven percent the second week. Chevrolet saw a six
percent lift in interest on the site during the first week of the
Olympics, and a two percent increase the second week. To calculate
consumer interest, Edmunds' team of experts first established a
baseline by analyzing four weeks of pre-Olympics traffic data to
find the average number of unique visitors to each brand's make and
model pages. They then looked for lifts in traffic to those pages
on a weekly basis during the Games and compared them against that
baseline.
"We often see advertising drive immediate traffic lifts during
one-day pop culture events, like major sporting events or awards
shows, but the Olympics are unique in that audiences come in and
out over a two-week period of time," said Edmunds' Executive
Director of Industry Insights, Jessica
Caldwell. "While we did see shopper interest start to wane
as the Games went on, it's notable that both BMW and Chevrolet were
able to catch consumer attention on a fairly consistent basis."
Both automakers started the Games off strong; the biggest
traffic lifts on Edmunds for BMW occurred on the opening day of the
Games on August 7, and during the
first weekend, and Chevrolet saw its biggest gains on August 8-10. From a product perspective, BMW's
ads promoting its iPerformance models succeeded in driving interest
in an existing electrified vehicle - the i3 - which rose 83 percent
the first week and 56 percent the second week. During the first
week of the Games, Chevrolet's ads successfully grew shopper
interest in the Malibu (up 18
percent), Camaro (up 12 percent) and Equinox (up six percent).
Traffic growth slowed during the second week, but interest in the
Malibu was still up by 12 percent
over the baseline period, while interest in the Camaro was seven
percent higher than the baseline period. Interest in Equinox during
the second week was flat.
Even though several other automakers ran ads during the Games
and conducted various other promotions around the event, BMW and
Chevrolet were the only ones who enjoyed an immediate payoff on
Edmunds.
"While it's impressive that BMW and Chevrolet were able to
immediately capture car shopper's attention, it doesn't mean that
the efforts of the other manufacturers were in vain," Caldwell
said. "Buying a car requires a significant amount of time and
research, and simply exposing a brand to an audience who might not
be familiar with it could certainly pay off in the long run."
About Edmunds, Inc.
Car shopping destination Edmunds.com serves millions of
visitors each month. With Edmunds Price Promise®,
shoppers can buy smarter with instant, upfront prices for cars and
trucks currently for sale at 10,000 dealer franchises across the
U.S. Shoppers can browse not only dealer inventory, but also
vehicle reviews, shopping tips, photos, videos and feature stories
on both Edmunds' wired site and on its acclaimed mobile apps.
Regarded as one of the best places to work in
Southern California, Edmunds.com
was also named one of "The World's Top 10 Most Innovative Companies
of 2015 in Automotive" by Fast Company. Edmunds welcomes all
car-shopping questions on its free Live Help Line at 1-855-782-4711
and help@edmunds.com, via text at ED411 and
on Twitter and Facebook. The company is based in
Santa Monica, Calif. and has a
satellite office in downtown Detroit,
Mich., but you can find Edmunds from anywhere
on YouTube, Pinterest,LinkedIn, Instagram, Google+ and Flipboard.
Contact:
Nicole
Carriere
Edmunds.com Corporate Communications
Media Hotline: 310-309-4900
pr@edmunds.com
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SOURCE Edmunds.com