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

Reflections from an Interop Veteran and Alum

When I returned to the Fiber Mountain™ offices in Connecticut after exhibiting at Interop Las Vegas 2015, I couldn’t help but think about how much the event has evolved through the years. I have been attending this seminal IT and networking conference since its inception in 1986 when it was called the TCP/IP Vendor Workshop, focused on interoperability of various TCP/IP program stacks.

What Fiber Mountain's Interop Recognition Means for Our Industry

When Fiber Mountain™ began its journey with a launch at Interop New York last fall, we certainly believed that we had a solution that would make a significant impact in the data center space.

What On-Board Optics Means for Density and Flexibility

This past week I read an article in Lightwave Magazine and another in Network World about the formation of the Consortium for On-board Optics (COBO), a group that seeks to create specifications and increase the faceplate density of data center switches and adapters.

Scaling Hyperscale in an Age of Exponential Growth and Virtualization

Over the past several years server, network, storage and application virtualization has revolutionized the way hyperscale data centers are built by consolidating workloads. The trend has simplified network architecture significantly and resulted in huge cost savings as well.

Video Showcase