Jumpstart Automotive Group 3rd Annual
Real Time Super Bowl Report
From a heartfelt homage to David Bowie to a
car chase that involved a not-so-usual suspect,
this year’s auto spots in the Super Bowl proved
to have a little something for everyone. Overall
traffic to Jumpstart’s portfolio was up 8%, and
mobile (smartphone) traffic was 21% higher
when compared to the previous two Sundays. A
majority (66%) of traffic came in through organic
search, up 15% from Jumpstart’s average. And
though social traffic only accounted for 3%,
Facebook was by far the leading social source
among Jumpstart visitors.
Here’s a breakdown of how the top automotive
ads sparked consumer interest and impacted
traffic across Jumpstart’s sites.
Top 5 Shopper Interest Increases
LENGTH OF
SPOT
(SECONDS)
PLACEMENT IN
GAME
Audi R8 V10 “The Commander”
:60
First Quarter
65%
Acura NSX “What He Said”
:30
Second Quarter
54%
Honda Ridgeline “A New Truck To Love”
:60
Fourth Quarter
46%
Hyundai Elantra “The Chase”
:30
First Quarter
43%
Jeep “Portraits”
:60
Half-Time
21%
ADVERTISER & SPOT NAME
SHARE OF ACTIVE
VIEWERS WITHIN TWO
MINUTES OF AIRING
First Quarter:
Hyundai Elantra “The Chase”
»» Two campers outran a couple of bears (one bear claiming, “I just wanted
to hug ‘em”) with the help of their 2017 Hyundai Elantra’s Voice-Activated
Remote Start feature, giving Elantra four of the Top 10 active pages.
»» Elantra was the second and third most-viewed active page within one
minute of the spot airing.
»» Mobile traffic accounted for 88% of Hyundai’s page traffic during the game.
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Audi R8 V10 “Commander”
»» Active viewers across Jumpstart sites rocketed to more than 10K with the
help of Audi’s musical tribute to the late “star man” David Bowie.
»» Audi R8 pages accounted for nine of the 10 active pages within seconds
of airing, where it held more than 65% of all actively viewed pages.
»» 77% of R8’s active page traffic came from a mobile device.
»» Five minutes after the spot aired, Audi R8 still accounted for eight of the
Top 10 active pages (including: photos, blogs, first-drive reviews, pricing
and options).
1st QUARTER
Elantra was the second and
third most-viewed active
page within one minute of
the spot airing.
Buick Cascada Convertible “The Big Game Meets The Big
Day”
»» Within one minute of airing, the Buick Cascada Convertible was the
second-most viewed active page across Jumpstart’s portfolio and
accounted for three of the Top 10 active pages.
»» The Cascada then jumped to the highest active page across Jumpstart’s
sites. Specs, photos, news, and pricing and options were the mostviewed content for the vehicle.
»» 56% of Cascada’s active game time page traffic came from a mobile device.
Second Quarter:
Acura NSX “What He Said”
»» As part of its plan to convey “the brand’s values, North American roots
and future direction,” Acura used David Lee Roth’s powerful vocals and
sampled Van Halen’s ‘70s hit “Running With The Devil,” for its Acura NSX
Super Bowl spot. The results? The Acura NSX immediately shot up to the
Top active page.
»» Acura NSX accounted for six of the Top 10 active pages with features,
photos, first-drive reviews, and specs as the most-viewed content.
»» 62% of NSX’s viewers came from a mobile device.
»» Acura NSX held four of the Top 10 most active pages through half time.
2nd QUARTER
Acura NSX accounted for six
of the Top 10 active pages
with features, photos, firstdrive reviews, and specs as
the most-viewed content.
Toyota Prius “The Longest Chase”
»» Prius revealed a tougher, faster image and jumped to the third most-active
page within two minutes of airing.
»» 59% of Toyota Prius traffic came from a mobile device.
»» It also held the second and third most-active page five minutes after the
commercial, with specs, photos, news, features, and test drives being the
most popular content.
Half-Time Sponsor:
Jeep 75th Anniversary Spot “Portraits”
Jeep jumped to the second-highest active page
within one minute of airing and to the highest
after two minutes. More than half of traffic (55%)
came from a mobile device.
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Third Quarter:
MINI Clubman “#defylabels”
»» Playing ups its identity of being different, MINI’s spot, which highlighted
individuals from all walks of life, moved Clubman to the second mostactive page after just one minute of airing.
»» It held three of the 10 most active pages after five minutes.
»» A majority of traffic (59%) came from a mobile device.
Honda Ridgeline “A New Truck To Love”
»» A flock of singing sheep helped Honda Ridgeline grab more than 46% of
active viewers within just three minutes of airing.
»» Overall active pages increased to more than 20K, the highest it had been
since the Audi R8 spot aired.
»» 69% of its traffic came from a mobile device.
»» Honda Ridgeline also held five of the Top 10 most active pages after
five minutes of the spot airing—and was the only Super Bowl 50 auto
advertiser that saw visits to lead/quote pages increase and fall into the
Top 20 active pages.
3rd QUARTER
Playing ups its identity of
being different, MINI’s spot,
which highlighted individuals
from all walks of life, moved
Clubman to the second mostactive page after just one
minute of airing.
Fourth Quarter:
Jeep 75th Anniversary Spot “4X4ever”
»» Jeep moved back into (after its half-time spot) the third, seventh, and
ninth most-viewed pages within two minutes of airing.
»» Wrangler moved up to account for 8% of all active pages, while
Renegade was the 18th most-viewed page.
»» 61% of Jeep traffic on Super Bowl Sunday came from a mobile device.
Kia Optima “Walken Closet”
4th QUARTER
Wrangler moved up to
account for 8% of all active
pages, while Renegade was
the 18th most-viewed page.
»» No Rhyme. No Reason. Despite a humorous spot featuring Christopher
Walken proclaiming the Kia Optima is “like the world’s most exciting pair
of socks but a mid-size sedan,” Kia Optima held only one of the Top 10
active pages three minutes after the ad aired.
»» Specs and photos were the most-viewed Kia Optima content and a
majority of traffic (61%) came from a mobile device.
* Jumpstart used Google Analytics Real Time tool to analyze shopping behavior across its portfolio of sites. Google
Analytics Real Time monitors activity seconds after it occurs and reports are updated continuously. Active visitors and
pages in real time differ from standard reports because activity is based on an event or pageview within the past five
minutes versus a session which is defined by a 30-minute window in standard reporting.
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