Transforming Network Infrastructure Industry News

TMCNet:  Dataium Report Shows Lincoln MKZ Super Bowl Ad Drives Active Shoppers to Dealer Websites

[February 08, 2013]

Dataium Report Shows Lincoln MKZ Super Bowl Ad Drives Active Shoppers to Dealer Websites

Nashville, TN, Feb 08, 2013 ( via COMTEX) -- Dataium, the largest aggregator of in-market automotive shopper behavior, today released its annual Super Bowl Promotional Impact Report for automotive advertisers. The report details the impact of the automotive commercials aired during the Super Bowl on successfully engaging in-market shoppers and driving traffic to auto dealership websites.

The report shows the Lincoln MKZ commercial, "Phoenix", had the greatest influence on active in-market auto shoppers, with interest in Lincoln models increasing by almost 180% after the airing of the commercial. Additionally, intensity around the brand continued into Monday, increasing almost 5% as compared to an average Monday in January. Dylan Snyder, a Senior Analyst with Dataium, stated, "While the Phoenix ad may not have been the most popular among football fans, it clearly resonated well with in-market auto shoppers." The 2014 Mercedes-Benz CLA-Class commercial, featuring super model Kate Upton, was a not too distant second, with shopping intensity for the Mercedes brand spiking by 150% within five minutes of the ad airing. Additionally, on the day after the game interest in the brand surpassed that of Lincoln and all other game day advertisers.

In contrast, Mazda's "Incredible World" ad, featuring the 2013 CX-9, had the least impact on in-market shoppers, with intensity for the brand decreasing by almost 20% once the ad aired.

Overall, online auto shopping was down almost 50% on game day, as compared to an average Sunday in January. However, the flood of automotive ads during the game, helped bolster online auto shopping on the day following the Super Bowl.

Mobile usage during this year's game was up slightly; 32% of shoppers used a mobile device this year, compared to 28% on an average Sunday, but almost tripled since last year. Additionally, the report shows that for the straight third year, the iPad's mobile share declined, from a high of 66% in 2011, to 56% in 2013. Conversely, the iPhone's mobile share has doubled over the past two years, from 10% in 2011 to 22% this year.

The Promotional Impact Report for automotive advertisers during the 2013 Super Bowl is available for download, with more expanded or custom analysis available for purchase at The report can be customized to include mobile usage trends during the game, along with performance statistics by make, model, market, and keyword.

About Dataium, LLC Dataium is the largest aggregator of Internet automotive shopping activity. With its Cloud Intelligence(R) platform, the company collects, analyzes, and indexes billions of online automotive shopping events from over 20 million active auto shoppers monthly. The company supports cutting-edge data collection and reporting technology; VisiCogn(R) Knowledge Center, and is also known for its ASI(TM) index. For more information, visit, email:, or call 877-896-DATA (3282).

# # # Read the full story at

[ Back To Transforming Network Infrastructure's Homepage ]

Featured Blog Entries

The History of Fiber in Data Centers, Part II

As I stated at the close of "The History of Data Centers, Part I," Fiber Mountain™ believes data centers must evolve from hub and spoke architecture—in which traffic is aggregated and delivered to a central hub—to a design that includes many direct connections.

Three Things Your Boss Wants—No, Needs—To Know About Glass Core

Fiber Mountain™ CEO and Founder— plus my longtime friend—M.H. Raza does a terrific job on this blog of explaining how our Glass Core™ architecture transforms the way data centers build their network infrastructure.

The History of Fiber in Data Centers, Part I: Past and Present

Fiber Mountain, as our company name suggests, believes fiber cabling must play a central role in helping data centers scale affordably as bandwidth needs continue to grow. Before I go further down the path to the future, however, I want to back up and provide a high-level history of fiber in the data center.

Four Reasons to Make the Leap to SDN in Your Data Center

I'm always fascinated by what causes a business trend to emerge, grow and sometimes expand to actually redefining the industry as a whole. Having spent years in the technology field, I've found the networking sector particularly exciting in this regard because true innovation can and does transform entire segments of our industry. Revolutionary processes and technologies make past deployments and best practices look laughable in light of recent innovations.

Reflections From the Fiber Mountain Launch

Over the past weeks and months, the Fiber Mountain team has worked hard to prepare for our company launch at this year's Interop New York. In this post, I want to share our thoughts from the days leading up to the October 1st unveiling and about the event itself at the Jacob Javits Center in Manhattan.

Featured Event

ITEXPO Miami 2015

January 27 - 30, 2015
Miami Beach Convention Center
Miami, Florida

9:30 - Wed. January 28
M. H. Raza
Fiber Mountain™
Founder & CEO

Video Showcase