Kia tops Super Bowl automotive ad rankings, according to Edmunds analysis

David Murphy

Analysis of advertising during last night’s Super Bowl, carried out by automotive eCommerce site Edmunds, found Kia's ‘Tough Never Quits’ ad promoting the Seltos to be the most successful ad of the night, driving traffic up by 147,969 per cent to its pages on Edmunds during the game.
Edmunds analysts tracked traffic to brand and model pages on both its desktop and mobile sites during the game to see which automotive ads were most successful in driving immediate shopper interest. Percentage lifts are compared to average Sunday traffic levels on Edmunds.

Porsche's ‘The Chase’ promoting the Taycan drove traffic up by 40,830 per cent during the game, and traffic to the Audi e-tron was up by 24,122 per cent thanks to the automaker's ‘Let it Go’ advertisement. On the brand side, Genesis garnered the most interest, with traffic up by 182,343 per cent during the game as a result of its ‘Going Away Party’ advertisement. GMC came in second, generating a 9,408 per cent lift in traffic during the game thanks to the automaker's ‘First Ever GMC Hummer EV’ advertisement.

“Ads featuring new, attractive vehicles or lesser-known brands generally tend to pique the most curiosity from car shoppers during the big game, and this year is no different," said Jessica Caldwell, executive director of insights at Edmunds. "It's encouraging to see more automaker commercials during the big game this year than we have in years past: the fact that there are so many exciting and innovative new products hitting the market is a great sign of what's to come for the industry in 2020 and beyond."

Edmunds data shows that the Jeep Gladiator and Hyundai Sonata also saw significant lifts in traffic on Edmunds as a result of Jeep's ‘Groundhog Day’ and Hyundai's ‘Smaht Pahk’ ads during the game, generating a 9,467 per cent and 6,982 per cent lift, respectively.
“The Gladiator and Sonata have both been on the market, so while they didn't generate quite the same interest as newer models, the fact that they still drove pretty decent spikes in traffic on Edmunds are a testament to the humor and creativity of the advertisements," said Caldwell. "In the case of the Sonata, Hyundai made a particularly smart move in highlighting a lesser-known, flashy autonomous feature like Smart Park to grab shoppers' attention."