Do Super Bowl Car Ads Drive Traffic?
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Liron Hakim Bobrov Liron Hakim Bobrov
Do Super Bowl Car Ads Drive Traffic?

Car brands have been advertising in the Super Bowl since there were Super Bowls. However, over the years, some of the most popular game-day advertisers opted to avoid the multi-million dollar spots in favor of other forms of advertising. This year's game featured ads from eight different brands: Audi, Porsche, Toyota, Hyundai, GMC, Kia, Genesis, and Jeep. The original Super Bowl advertisers – Ford and Chrysler, opted out this year.

We set out to examine the effects of the Super Bowl ad on car brands – does the model still drive traffic, and does the ad structure matter?

We reviewed mobile web traffic to each advertiser site, alongside non-advertisers, and compared that to the average Sunday traffic during the month before the game. We used mobile web under the assumption that anyone visiting a brand site following a game day ad, will do so on their small screen, rather than opt to turn on their laptop.

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