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

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

Volkswagen, Kia, Toyota and BMW car advertisers see an average 235% traffic increase on 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 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 after airing its ad, “An American Love story.” logo (PRNewsfoto/ logo (PRNewsfoto/ logo (PRNewsfoto/

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

Brand and commercial

Elevating the brand

Volkswagen “An American Love Story”


COME “perfect 10”


Toyota “Courageous Hand”


BMW “Talkin Like Walkin'”


“The biggest sporting event of the year is a huge opportunity for brands to capture attention — and drive action — from an engaged audience. At, the results are tangible,” said Jennifer Vianello,’s chief marketing officer. “We’ve regularly seen automakers get double- and even triple-digit traffic on 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 provides that.”

While every automaker that ran an ad saw traffic to its overall brand pages on, 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. 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 analyzed site traffic patterns for the advertised car model pages during the eight minutes before each spot aired and again eight minutes after.

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