Although mass marketing has been dialed down in the modern era, there are still major benefits to ponying up cash to be seen and heard during an event like the Super Bowl. It may be the one time when you have one of the largest majorities of American audiences tuned in, especially when the commercials have created as much of a following as the game itself.
In regards to Buick, its ad seems to have paid off when studying the numbers. Edmunds has released quarter-by-quarter statistics of online traffic during the big game, following the introduction of each automaker’s advertisement. Buick was a big winner here.
Buick chose to air its ad during the first quarter of the game, which resulted in 2016 Buick Cascada traffic to jump a whopping 3,714-percent. The Buick brand as a whole saw a traffic increase of 211-percent. The traffic remained in the second quarter with a 2,716-percent increase in Cascada traffic and 198-percent increase for the brand as a whole.
Through the rest of the game, Buick continued to return high margins of traffic. During the colorful halftime show, Cascada traffic clocked in at 1,076-percent, and brand traffic remained good at 78-percent.
As Carolina’s momentum wained, Buick’s didn’t. Buick Cascada traffic increased another 1,352-percent – the Buick brand had a 37% increase.
And while Peyton Manning sealed the Bronco’s deal, Buick continued to enjoy plenty of benefits during the final quarter, with the numbers showing a 773-percent increase for the Cascada convertible and 35-percent increase for the Buick brand altogether.
In total, Buick made a wise investment in its ad. The 2016 Buick Cascada became the second highest-traffic model advertised during the Super Bowl, checking in at a healthy 532-percent increase. Only the Acura NSX trumped the Buick drop-top with a 661-percent increase.
The brand increase was less kind to Buick, where it placed fourth, but still, the approachable luxury marque made off with an overall 25-percent increase in traffic, with Mini taking the top spot at a 100-percent increase in traffic. To put the brand traffic into perspective, Toyota, Honda, Dodge, Jeep and Mercedes Benz did not see a cumulative lift in traffic.
One could say Buick totally Odell-ed its ad.