EDO’s Winter Sales Event Report 12/18: Luxury Automakers

As the year comes to a close, automakers have primarily shifted their national TV advertising to focus on their winter sales events. Sales event creatives began to appear in November and continued to debut after Black Friday. Given December has the highest sales volume of the year for autos and sees some of the highest TV ad spending, there is no time to waste to maximize your campaign’s efficacy with just a few weeks left to hit 2020 sales targets.

This report contains brand and campaign-level performance data for luxury automakers’ Winter Sales Event advertising on national TV since November 26, 2020. The color-coding in the table below shows how campaigns are performing compared to the industry average.

EDO can help you make live creative rotation optimizations for your brand to drive more consumer engagement during this critical sales period.

WSE Campaign Overview

Search Engagement Volume (SEV) represents the increase in online search for a brand or product above the expected baseline in the minutes following a TV ad airing. 

Search Engagement Rate (SER), indicated by color-coding above, controls for both audience size and ad duration, enabling an apples-to-apples comparison of the effectiveness of each brand’s TV campaign.

  • Since last week’s report, Lincoln (#1) drove past Lexus (#2) in Total SEV as the brand amassed over 500M additional impressions in the past week. Lincoln has nearly doubled its Total SEV from the same sales event period last year. 

  • Lexus (#2) has maintained the most robust WSE campaign in terms of total airings, number of creatives, and use of both :15s and :30s spots. 

  • Though Acura (#10) has run the smallest WSE campaign in the industry so far, and has similarly driven the lowest Total SEV, it’s worth noting the brand’s 413 Season of Performance Sales Event airings have been highly effective at driving Search Engagement on a per-person, per-second basis, as indicated by SER color-coding above.

Creative Performance

WSE Creative Tracker

Acura

2020 Season of Performance SE (RDX Offer) :15
121 SER, 58.2M Impressions, 174 Airings
2020 Season of Performance SE (MDX Offer) :15
108 SER, 60.6M Impressions, 182 Airings
2020 Season of Performance SE – Break the Silence (TLX Offer) :30
81.7 M Impressions, 16 Airings
2020 Season of Performance SE (RDX Offer) :30
14.4M Impressions, 16 Airings
2020 Season of Performance SE – Break the Silence (TLX Offer) :15
7.9M Impressions, 14 Airings

Alfa Romeo

2020 Season of Speed SE – Stelvio and Giulia: Crave Control (Giulia Ti Offer)
1.3M Impressions, 13 Airings

Audi

2020 Season of Audi SE – Architect
105 SER, 395.7M Impressions, 652 Airings
2020 Season of Audi SE – The Neighbors (Q3 Offer)
101 SER, 185.1M Impressions, 386 Airings
2020 Season of Audi SE – The Neighbors (Q5 Offer) :15
38.9M Impressions, 13 Airings

BMW

2020 Road Home SE – Light Your Way Home (Offer)
105 SER, 204.6M Impressions, 369 Airings
2020 Road Home SE – Celebrate The Journey Home (Offer)
95 SER, 200.8M Impressions, 348 Airings

Cadillac

2020 Season’s Best SE – Warm Glow (Offer)
439.6M Impressions, 808 Airings

Jaguar

2020 Unwrap a Jaguar SE – Julia & Aaron (F-PACE Offer)
440.7M Impressions, 1,337 Airings

Land Rover

2020 Season of Adventure SE – Bryce Bennett and David Wise (Range Rover Velar Offer)
104 SER, 311.7M Impressions, 897 Airings
2020 Season of Adventure SE – Mikaela Shiffrin (Range Rover Sport 0.9% APR Offer)
100 SER, 306.2M Impressions, 825 Airings
2020 Season of Adventure SE – Mikaela Shiffrin (Range Rover Sport 0% APR Offer)
76 SER, 38.2M Impressions, 162 Airings

Lexus

2020 December to Remember SE – Driveway Moments (IS 300 Offer) :15
110 SER, 211.8M Impressions, 597 Airings
2020 December to Remember SE – Driveway Moments (NX 300 Offer) :15
108 SER, 205.6M Impressions, 598 Airings
2020 December to Remember SE – Driveway Moments (0% APR Offer) :15
108 SER, 209.9M Impressions, 603 Airings
2020 December to Remember SE – Driveway Moments (Happy Birthday) II :15
105 SER, 16.5M Impressions, 51 Airings
2020 December to Remember SE – Driveway Moments (RX 350 Offer) :15
104 SER, 230.9M Impressions, 628 Airings
2020 December to Remember SE – Driveway Moments (Happy Birthday) :30
93 SER, 68.6M Impressions, 130 Airings
2020 December to Remember SE – Driveway Moments (Grad) II :15
90 SER, 21.4M Impressions, 68 Airings
2020 December to Remember SE – Driveway Moments (Grad) II :30
85 SER, 66.7M Impressions, 142 Airings
2020 December to Remember SE – Driveway Moments (Happy Birthday) II :30
81 SER, 58.7M Impressions, 135 Airings
2020 December to Remember SE – Driveway Moments (Grad) :15
77 SER, 28.9M Impressions, 75 Airings
2020 December to Remember SE – Driveway Moments (Grad) :30
77 SER, 70.7M Impressions, 143 Airings
2020 December to Remember SE – Driveway Moments (Happy Birthday) :15
70 SER, 23.7M Impressions, 59 Airings

Lincoln

2020 Wish List SE – Holiday Mayhem (Offer)
1,314.8M Impressions, 1,371 Airings

Mercedes-Benz

2021 Winter SE – Truck Toy (GLA 250 SUV Lease)
111 SER, 335.3M Impressions, 496 Airings
2021 Winter SE – Glow Bright (GLC 300 SUV Lease)
94 SER, 303.0M Impressions, 398 Airings
2021 Winter SE – Glow Bright (GLC 300 SUV Lease + APR)
46 SER, 13.5M Impressions, 55 Airings

For each advertiser, SER Index is benchmarked separately so that the average SER Index across all airings represented for the advertiser is 100. SER was not calculated for creatives with airing counts under 20.