The Race for Super Bowl XLVII Ads Has Begun
As football season gets underway, companies in our industry already have their sight’s set on the Big Game.
Cars.com revealed late last week it is heading back as an advertiser in Super Bowl XLVII.
With one 30-second spot, Cars.com marks its sixth consecutive year of advertising in the Big Game.
"Commercials during the Big Game have proven to be very highly anticipated, so there is no better platform to start the year off with an all-new campaign," said Linda Bartman, vice president of marketing for Cars.com.
"Year after year, the Super Bowl has afforded us the opportunity to showcase Cars.com in a powerful way, giving us a significant boost to our brand, and this year we expect to see even greater results when we unveil our latest brand campaign,” she continued.
This commercial marks the first work released by mcgarrybowen, who was named the site’s agency of record in May of this year.
"Buying a car is the second largest purchase most people will ever make," said Bartman.
"Car shoppers often indicate that they feel stressed during the process, so our new campaign taps into this insight and highlights the tools that Cars.com offers to help take the stress out of car shopping,” she concluded.
And companies planning to advertise in this year’s Super Bowl may have high hopes for returns as last year’s Big Game garnered significant consumer interest for various advertisers.
Auto Remarketing reported earlier this year in the hours after the Giants notched a Super Bowl win, some car advertisers were seeing consumer interest soar.
For example, Lexus’ first-ever Super Bowl ad, which featured the Lexus GS 350, saw a 190-percent lift in shopper consideration on Edmunds.com, numbers which came in about a week after the game.
In the same time frame, the Kia Optima posted a 153-percent lift, according to Edmunds.com.
And wrapping up the top three, the Chevy Sonic placed third among Super Bowl advertisers last year, with an 107-percent lift.
To read more on the results of the last Super Bowl’s advertising efforts, see the Auto Remarketing story here.