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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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.
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.
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.
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).
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.
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).
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).
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
2020 Season of Speed SE – Stelvio and Giulia: Crave Control (Giulia Ti Offer)
2.1M Impressions, 21 Airings
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
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
2020 Season’s Best SE – Warm Glow (Offer)
735.5M Impressions, 1,314 Airings
Infiniti Now (APR Offer)
41.2M Impressions, 81 Airings
2020 Unwrap a Jaguar SE – Julia & Aaron (F-PACE Offer)
531.7M Impressions, 1,620 Airings
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
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
2020 Wish List SE – Holiday Mayhem (Offer)
2,330.4M Impressions, 2,537 Airings
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.