Chevrolet Olympic Advertisements Net An Eight Percent Gain In Consumer Interest
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Chevrolet’s ad spots during the 2016 Olympic games in Rio have paid off, according to new data from Edmunds. After crunching data, the brand saw an overall eight percent uptick in consumer interest as a whole following the Olympic ads.
During the first week, Chevrolet netted a six percent increase, while it increased another two percent the following week throughout the Olympic games.
“We often see advertising drive immediate traffic lifts during one-day pop culture events, like major sporting events or awards shows, but the Olympics are unique in that audiences come in and out over a two-week period of time,” said Edmunds’ Executive Director of Industry Insights, Jessica Caldwell. “While we did see shopper interest start to wane as the Games went on, it’s notable that both BMW and Chevrolet were able to catch consumer attention on a fairly consistent basis.”
Chevrolet debuted its most recent “Real People, Not Actors” spot during the games, showcasing its lineup and its plethora of J.D. Power awards. It also sponsored closer looks at Brazilian culture in between commercial breaks.
Specifically, during the first week of advertising, the 2016 Chevrolet Malibu saw an increased interest by 18 percent; the 2016 Chevrolet Camaro increased by 12 percent; the 2016 Chevrolet Equinox increased a healthy six percent. Increases fell to 12 percent and seven percent for the Malibu and Camaro during the second week, while the Equinox plateaued.
“While it’s impressive that BMW and Chevrolet were able to immediately capture car shopper’s attention, it doesn’t mean that the efforts of the other manufacturers were in vain,” Caldwell said. “Buying a car requires a significant amount of time and research, and simply exposing a brand to an audience who might not be familiar with it could certainly pay off in the long run.”
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Why isn’t GM pushing sales of Consumer Union’s top rated full size car, the Impala? Is production already at 100% capacity or is the Malibu more profitable? Seems that they are not taking advantage of free advertising.
I don’t know about Consumer Union but it turns out you can’t use Consumer Reports findings in ads. I guess one way to fight corruption. For otherwise GM should have ads that HAMMER into heads that CRs prefers Buick brand to Honda.
GM has convinced me To NEVER buy another GM product – the 2018 Olympics ads are the most annoying I’ve ever been forced to endure.