Volkswagen’s ‘An American Love Story’ Ad Goes Ahead with 394% Traffic Increase on Cars.com During Big Game

Volkswagen’s ‘An American Love Story’ Ad Goes Ahead with 394% Traffic Increase on Cars.com During Big Game

Volkswagen, Kia, Toyota and BMW car advertisers see an average 235% traffic increase on Cars.com during last night’s big game

CHICAGO, February 12, 2024 /PRNewswire/ — Automakers that bet big on prime-time advertising were among the winners of last night’s big game with significant increases in consumer traffic to their sites on the Cars.com car shopping marketplace.® (NYSE: MACHINES). Kia, Toyota, Volkswagen and BMW made waves with prime-time ads highlighting electric vehicles and pickup trucks — but Volkswagen won the competition with a whopping 394% increase in traffic to Cars.com after airing its ad, “An American Love story.”

Cars.com logo (PRNewsfoto/Cars.com)Cars.com logo (PRNewsfoto/Cars.com)

Cars.com logo (PRNewsfoto/Cars.com)

Although Volkswagen’s ad saw the biggest increase in traffic on Cars.com, every brand that debuted a product during the game saw a triple-digit bump in market traffic.

Brand and commercial

Elevating the Cars.com brand

Volkswagen “An American Love Story”

394%

COME “perfect 10”

265%

Toyota “Courageous Hand”

223%

BMW “Talkin Like Walkin'”

158%

“The biggest sporting event of the year is a huge opportunity for brands to capture attention — and drive action — from an engaged audience. At Cars.com, the results are tangible,” said Jennifer Vianello, Cars.com’s chief marketing officer. “We’ve regularly seen automakers get double- and even triple-digit traffic on Cars.com after their ads air during the game — and this year was no different. Consumers are looking for a trusted, unbiased destination to shop and research what they saw during the game, and Cars.com provides that.”

While every automaker that ran an ad saw traffic to its overall brand pages on Cars.com, the specific vehicle models featured in each ad also saw big increases in traffic, indicating that consumers were flocking to Cars .com to learn more about those trips:

  • Kia’s all-new EV9a three-row electric SUV, without one 2.497% increased traffic after her ad aired. Cars.com recently reviewed EV9, and with high praise.

  • Used Volkswagen minibuses and Beetleswhich were prominently emphasized during Volkswagen’s evolutionary advertisement, without a 4,020% AND 1.307% lift in traffic, respectively, after airing. ID. Buzz will be coming to many dealers in 2024, and it will be interesting to see if it shows up in next year’s Big Game.

  • Toyota’s new Tacoma pickup truck, the focus of Toyota’s ad, got one 1.223% increased traffic after airing.

  • BMW’s new 5 Series cars saw a 1.008% driving traffic behind screens of humorous, celebrity-driven ads. While the i5 Series is still new to the market, it also saw a bump in traffic.

METHODOLOGY

Cars.com analyzed site traffic patterns for the advertised car model pages during the eight minutes before each spot aired and again eight minutes after.

For more car buying reviews, tips and advice, visit Cars.com/News.

Cars.com internal data

ABOUT CARS.COM®
Cars.com is the #1 most popular automotive marketplace visited by nearly 30 million shoppers in the marketplace each month. Started in 1998 and headquartered in Chicago, Cars.com empowers consumers with data, content and AI-driven digital tools to make informed decisions about buying and selling cars and seamlessly connect with thousands of local dealers nationwide. Cars.com is the flagship offering from Cars.com Inc. (d/b/a Cars Commerce), a crowd-driven technology company that powers automotive that simplifies everything about buying and selling cars. Learn more at www.carscommerce.inc.

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SOURCE Cars.com Inc.

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