Data from Kelley Blue Book finds that automotive companies which advertised during the FIFA World Cup 2014 experienced twice as much growth in consumer interest on KBB.com compared to automakers that did not advertise during the event. The greatest traffic surge occurred the week the U.S. Men’s National Soccer team competed against Portugal and Germany, as many Americans tuned in to the high-profile games.
“By creating entertaining, soccer-specific commercials, World Cup automotive advertisers Kia, Volkswagen, Hyundai and Nissan successfully generated interest around their brand and models, driving consumer research activity on KBB.com,” said Arthur Henry, analyst for KBB.com.
Kia and VW tied for first place in this year’s World Cup ad game. FIFA’s official automotive partner Kia along with Volkswagen both increased 18% in new-car searches on KBB.com after their respective ads aired. Kia’s commercials and the brand experienced a similar traffic surge on KBB. com when Adriana Lima previously starred in the automaker’s commercial that aired during the 2012 Super Bowl. The increase in new-car search activity was 14% for Hyundai and 12% for Nissan.
The percent increases are based on new-car searches on KBB.com during the third week of the World Cup (June 22-28) vs. the second (June 15-21).
This information was initially reported by Comcast.