With the end of the holiday season, this report contains EDO 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 performed relative to the industry average.
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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.
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Lincoln (#1) remained atop our ranking, investing in 2.5B impressions since November 26, 2020 to successfully drive the most Search Engagement in the luxury industry. The brand also saw a 73% increase in SEV compared to the same Sales Event period last year.
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Lexus (#2) maintained the most robust WSE campaign in terms of total airings, number of creatives, and use of both :15s and :30s spots. This investment led to the second-highest Total SEV in the industry.
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Jaguar (#8) had the most effective campaign for driving Search Engagement on a per-person, per-second basis during this time period, followed by Lexus (#2) and Cadillac (#3).
Creative Performance
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Among the 12 variations of the Lexus Driveway Moments spot from its December to Remember SE campaign, the top four highest-performing spots were :15s in length, which speaks to the often overlooked value of short-form ad units. The top-performer 2020 December to Remember SE – Driveway Moments (0% APR Offer) :15 performed 55% better than the lowest-performing Lexus spot, 2020 December to Remember SE – Driveway Moments (Happy Birthday) :15.
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Of the two spots for the BMW Road Home Sales Event, someone who viewed 2020 Road Home SE – Light Your Way Home (Offer) was 11% more likely to immediately engage online with BMW than someone who viewed 2020 Road Home SE – Celebrate The Journey Home (Offer).
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Both spots for the Land Rover Season of Adventure SE featured decorated winter sports athletes. However, Bryce Bennett and David Wise (Range Rover Velar Offer) was 24% more effective at driving online engagement with the brand than Mikaela Shiffrin (Range Rover Sport 0% APR Offer).
WSE Creative Tracker
Acura
2020 Season of Performance SE (RDX Offer) :15
119 SER, 75.5M Impressions, 234 Airings
2020 Season of Performance SE (MDX Offer) :15
110 SER, 75.0M Impressions, 233 Airings
2020 Season of Performance SE – Less Talk. More Drive. (2021 TLX Offer) :15
95 SER, 9.0M Impressions, 33 Airings
2020 Season of Performance SE – Break the Silence (TLX Offer) :30
89 SER, 81.3M Impressions, 16 Airings
2020 Season of Performance SE (MDX Offer) :30
62 SER, 9.3M Impressions, 11 Airings
2020 Season of Performance SE (RDX Offer) :30
58 SER, 13.3M Impressions, 14 Airings
2020 Season of Performance SE – Break the Silence (TLX Offer) :15
35 SER, 13.4M Impressions, 24 Airings
Alfa Romeo
2020 Season of Speed SE – Stelvio and Giulia: Crave Control (Giulia Ti Offer)
2.1M Impressions, 21 Airings
Audi
2020 Season of Audi SE – Architect
102 SER, 411.6M Impressions, 657 Airings
2020 Season of Audi SE – The Neighbors (Q3 Offer)
100 SER, 333.0M Impressions, 671 Airings
2020 Season of Audi SE – The Neighbors (Q5 Offer) :15
63 SER, 41.7M Impressions, 18 Airings
BMW
2020 Road Home SE – Light Your Way Home (Offer)
105 SER, 341.9M Impressions, 733 Airings
2020 Road Home SE – Celebrate The Journey Home (Offer)
95 SER, 343.8M Impressions, 712 Airings
Cadillac
2020 Season’s Best SE – Warm Glow (Offer)
735.5M Impressions, 1,314 Airings
Infiniti
Infiniti Now (APR Offer)
41.2M Impressions, 81 Airings
Jaguar
2020 Unwrap a Jaguar SE – Julia & Aaron (F-PACE Offer)
531.7M Impressions, 1,620 Airings
Land Rover
2020 Season of Adventure SE – Bryce Bennett and David Wise (Range Rover Velar Offer)
104 SER, 530.9M Impressions, 1,485 Airings
2020 Season of Adventure SE – Mikaela Shiffrin (Range Rover Sport 0.9% APR Offer)
99 SER, 523.1M Impressions, 1,401 Airings
2020 Season of Adventure SE – Mikaela Shiffrin (Range Rover Sport 0% APR Offer)
84 SER, 52.1M Impressions, 224 Airings
Lexus
2020 December to Remember SE – Driveway Moments (0% APR Offer) :15
108 SER, 295.5M Impressions, 771 Airings
2020 December to Remember SE – Driveway Moments (IS 300 Offer) :15
107 SER, 285.4M Impressions, 776 Airings
2020 December to Remember SE – Driveway Moments (NX 300 Offer) :15
106 SER, 286.8M Impressions, 773 Airings
2020 December to Remember SE – Driveway Moments (RX 350 Offer) :15
103 SER, 321.3M Impressions, 806 Airings
2020 December to Remember SE – Driveway Moments (Happy Birthday) :30
102 SER, 133.0M Impressions, 212 Airings
2020 December to Remember SE – Driveway Moments (Happy Birthday) II :15
101 SER, 18.5M Impressions, 58 Airings
2020 December to Remember SE – Driveway Moments (Happy Birthday) II :30
95 SER, 131.3M Impressions, 221 Airings
2020 December to Remember SE – Driveway Moments (Grad) :30
90 SER, 117.3M Impressions, 221 Airings
2020 December to Remember SE – Driveway Moments (Grad) II :30
85 SER, 159.7M Impressions, 231 Airings
2020 December to Remember SE – Driveway Moments (Grad) II :15
74 SER, 22.8M Impressions, 76 Airings
2020 December to Remember SE – Driveway Moments (Grad) :15
72 SER, 30.7M Impressions, 82 Airings
2020 December to Remember SE – Driveway Moments (Happy Birthday) :15
70 SER, 25.6M Impressions, 66 Airings
Lincoln
2020 Wish List SE – Holiday Mayhem (Offer)
2,330.4M Impressions, 2,537 Airings
Mercedes-Benz
2021 Winter SE – Truck Toy (GLA 250 SUV Lease)
105 SER, 844.8M Impressions, 1,265 Airings
2021 Winter SE – Glow Bright (GLC 300 SUV Lease)
98 SER, 836.9M Impressions, 1,148 Airings
2021 Winter SE – Glow Bright (GLC 300 SUV Lease + APR)
43 SER, 23.5M Impressions, 78 Airings
For each advertiser, SER Index is benchmarked separately so that the average SER Index across all airings represented for the advertiser is 100.