With Sunday's Super Bowl XLVII looming on the horizon, analysts at Kelley Blue Book have released their own predictions regarding which vehicles will generate the most incremental consumer interest on the site as the result of having made an ad appearance during the big game. Their consensus big winner is the new 2013 Toyota RAV4. "Similar to last year's advertising buzz surrounding Honda's CR-V ad, we anticipate the Toyota RAV4 will experience a similar effect with a surge of visitors researching the car on KBB.com," said Arthur Henry, manager of market intelligence for Kelley Blue Book.
"The RAV4 also competes in the popular compact SUV segment, which is in high demand due to its fuel economy and affordability. As one of the last vehicles to receive a redesign in its segment, coupled with a high-profile ad campaign featuring The Big Bang Theory's Kaley Cuoco, the RAV4 is sure to experience a jump in shopper activity on KBB.com."
Another projected big winner in this arena is the all-new 2014 Mercedes-Benz CLA-Class. A recent Kelley Blue Book Market Intelligence survey found that the buzz for M-B's ad that features model Kate Upton raised consumer awareness of the vehicle, noting that one quarter of respondents who had seen automotive ad teasers before their official airing during the game most often recalled Mercedes-Benz as the advertiser.
On a brand level, Hyundai -- which will run five ads to promote its highly-recognized and well-established models -- is expected to experience a short-term increase the amount of shopper-share activity it generates on KBB.com. "With a long history of advertising during the game, Hyundai has taken note that this media buy is a truly impactful way to connect with consumers," said Henry. "Hyundai has grown in shopping activity and consideration on KBB.com as visitors have become more aware of the brand's impressive product offerings."
The Big Game survey conducted by Kelley Blue Book Market Intelligence from January 24-28, 2013, found that 74 percent of KBB.com visitors plan on watching the NFL Championship game, and more than a quarter of those respondents felt the commercials are the highlight of the event.
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