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Super Bowl Sparks Interests In GM Cars

American Government Special Collections Reference Desk

Topics:  General Motors

Super Bowl Sparks Interests In GM Cars

Anthony Fontanelle
February 8, 2007

Advertisements are crucial marketing ploys and they can make or break a product’s reputation. When it comes to airing and broadcasting ads over the television, there is no better time to do so than during the Super Bowl.

For as long as we can remember, Super Bowl ads are part of the event as much as the game is. Ads aired during the said event costs a lot of money and this is for good reasons. The major sporting event draws a huge number of viewers that are interested not only in the game but are also anticipating what ad a certain company will air during commercial breaks. One commercial spot during the said event can cost companies as much as $2.6 million.

But the cost is worth it for some companies. Take for example the largest car manufacturer, GM. The automotive giant aired their ad campaign last year for their then newly launched Cadillac Escalade. The effect of the ad campaign was felt the Monday following the game where searches in AutoTrader.com for the Escalade increased by 18 percent more than the previous Monday before the game.

This so called Super Bowl phenomenon for the Escalade was observed by the leading auto classifieds marketplace on the web in 2006. And that was not to be the last time that a Super Bowl ad for a GM vehicle has increased the popularity of that particular unit.

Viewers tuned during this year’s Super Bowl witnessed the airing of yet another ad for a vehicle from General Motors. Aside from this, people have also been able to view an ad for one of the company’s marques. The company launched their “Car Wash Dudes” ad campaign for the Chevrolet HHR during the Super Bowl that saw the Indianapolis Colts battle the Chicago Bears for the prestigious title.

Another ad from the largest car manufacturer in the world is the “Everybody Loves a Chevy” spot which focused on their Chevrolet brand. The effect of the ads on the popularity of the GM car was felt immediately on Monday. AutoTrader.com once again saw an increase in the number of searches for the Chevrolet HHR.

Shawn Tucker, manager of content for AutoTrader.com has this to say about the effect of the ads shown during the Super Bowl on the popularity of certain vehicles: “It’s been said baseball is America’s pastime, but football is America’s passion. We’re also passionate about cars. It’s not surprising to see amplified interest for specific vehicles advertised during the Super Bowl given the record numbers of viewers and the anticipation of the ads shown during the game.” Indeed, any company can take advantage of the Super Bowl phenomenon if they can afford the cost of a spot during the game. Other vehicles that have taken advantage of the Super Bowl to spark interest in them are two Honda vehicles - the Honda CR-V which shows a 4.4 percent increase in the number of searches for it on AutoTrader.com and the Honda Ridgeline with a 2.2 percent spike.

The sporting event held for the 41st time since its inception has been known not only for the game but for the ads shown during the breaks. Different companies offering a wide variety of products are taking advantage of the huge number of viewers tuned during the game to advertise their goods. Without a doubt the Super Bowl is a great help for companies to sell their goods and make these products be popular with the public. In fact, it is as helpful as an EBC brake pad is helpful to a driver during emergencies.

The Super Bowl was held last Sunday and for the first time, it experienced rain during the game. The result, by the way, is a victory for the Indianapolis Colts, 29-17.

Source: Amazines.com



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