With the end of the holiday season, this report contains EDO performance data for non-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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Toyota (#1) generated the greatest Total SEV after November 26th while nearly tripling its airings and impressions YoY for its Toyotathon Sales Event campaign. The brand saw a 79% increase in SEV YoY.
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Subaru (#3) notably ran the greatest number of airings and impressions within the industry. However, the brand underperformed the industry average at driving Search Engagement on a per-person, per-second basis, as indicated by the above color-coding.
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GMC (#8) had a noteworthy performance this year; the brand reduced airings by 64% YoY and impressions by 8%, yet SEV increased by 10%, which indicates effective media and especially creative strategies. Additionally, when compared to RAM, GMC used roughly 380M less impressions but drove 12% more SEV.
Creative Performance
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Jeep maintained one of the most diverse creative rotations within the industry during this Sales Event period, with 11 different spots across the Black Friday SE and the Big Finish SE. Hero’s Journey (Grand Cherokee $1,000 Bonus Cash Offer) emerged as the top performer: someone who viewed this creative was 23% more likely to engage online with Jeep than a viewer of the average Jeep ad.
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Within the GMC Season to Upgrade SE and Black Friday SE campaigns, a viewer of the top-performing 2020 Season to Upgrade SE – Gift Like a Pro (Sierra 1500 Offer) was 54% more likely to search for GMC than a viewer of 2020 Black Friday SE – One For You, One For Me (Sierra Offer).
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Ford similarly saw varying levels of success within its 2020 Built for the Holidays SE, with a viewer of Joy being 46% more likely to engage online with the brand than a viewer of Running of the Santas.
WSE Creative Tracker
Buick
2020 Celebrate the Holidays SE – S(You)V Holiday (Encore Offer)
107 SER, 156.2M Impressions, 336 Airings
2020 Celebrate the Holidays SE – S(You)V Holiday (Envision Essence Offer)
106 SER, 87.9M Impressions, 197 Airings
2020 Buick Friday SE – S(You)V Holiday (APR Offer)
105 SER, 91.4M Impressions, 209 Airings
2020 Celebrate the Holidays SE – S(You)V Holiday (Enclave Offer)
99 SER, 64.6M Impressions, 163 Airings
2020 Celebrate the Holidays SE – S(You)V Holiday (Envision Essence MSRP Offer)
92 SER, 248.3M Impressions, 483 Airings
Chevrolet
2020 Employee Discount for Everyone SE – Wherever You Go (Equinox Offer)
101 SER, 770.1M Impressions, 1,185 Airings
2020 Employee Discount for Everyone SE – Giving (Silverado Offer)
99 SER, 684.9M Impressions, 1,129 Airings
Ford
2020 Built for the Holidays SE – Joy (0% APR Offer)
134 SER, 42.2M Impressions, 27 Airings
2020 Built For the Holidays SE – Running of the Santas (Offer) :30
131 SER, 159.4M Impressions, 91 Airings
2020 Built For the Holidays SE – Running of the Santas :30
92 SER, 303.9M Impressions, 296 Airings
GMC
2020 Season to Upgrade SE – Gift Like a Pro (Sierra 1500 Offer)
117 SER, 412.4M Impressions, 327 Airings
2020 Season to Upgrade SE – One For You, One For Me (Acadia Offer)
94 SER, 560.6M Impressions, 962 Airings
2020 Black Friday SE – One For You, One For Me (Acadia Offer)
94 SER, 114.4M Impressions, 130 Airings
2020 Black Friday SE – One For You, One For Me (Sierra Offer)
76 SER, 11.4M Impressions, 30 Airings
Honda
2020 Happy Honda Days SE (CR-V Offer)
215.6M Impressions, 33 Airings
Hyundai
2020 Holidays SE Final Days – Get Your Own (Tucson Offer) :15
** SER, 31.2M Impressions, 45 Airings
2020 Holidays SE Final Days – Fun Technology (Tucson Offer) :30
** SER, 167.2M Impressions, 182 Airings
2020 Holidays SE Final Days – Technology Update (Tucson Offer) :30
** SER, 146.6M Impressions, 205 Airings
2020 Holidays SE Final Days – Saving Big (Tucson Offer) :15
** SER, 19.4M Impressions, 39 Airings
Jeep
2020 Big Finish SE – Hero’s Journey (Grand Cherokee $1,000 Bonus Cash Offer) :30
123 SER, 54.4M Impressions, 243 Airings
2020 Big Finish SE – Hero’s Journey (Gladiator Offer)
115 SER, 197.7M Impressions, 644 Airings
2020 Big Finish SE – One of Our Own (Gladiator Offer) :30
112 SER, 265.0M Impressions, 706 Airings
2020 Big Finish SE – Hero’s Journey (Grand Cherokee Offer)
111 SER, 169.3M Impressions, 520 Airings
2020 Big Finish SE – One of Our Own (Grand Cherokee Offer) :30
103 SER, 852.8M Impressions, 2,078 Airings
2020 Black Friday SE – What Makes Jeep? (Grand Cherokee Offer) :30
100 SER, 3.2M Impressions, 24 Airings
2020 Black Friday SE – Hero’s Journey (Gladiator MSRP Offer)
94 SER, 104.9M Impressions, 286 Airings
2020 Black Friday SE – Hero’s Journey (Grand Cherokee MSRP Offer)
91 SER, 124.9M Impressions, 327 Airings
2020 Black Friday SE – Looking Forward (2021 Compass Offer)
88 SER, 175.1M Impressions, 465 Airings
2020 Big Finish SE – One of Our Own (Cherokee Offer) :30
87 SER, 663.0M Impressions, 1,575 Airings
2020 Big Finish SE – What Makes Jeep? (Grand Cherokee Offer)
80 SER, 16.9M Impressions, 118 Airings
Kia
2020 Command the Season SE – Take on Winter (APR Offer) :30
** SER, 1,128.4M Impressions, 1,583 Airings
2020 Command the Season SE – Take on Winter (APR Offer) :15
** SER, 204.6M Impressions, 327 Airings
Mazda
Season of Inspiration SE (CX-30 0% APR Offer)
108 SER, 476.0M Impressions, 784 Airings
2020 Season of Inspiration SE (0% APR Offer)
94 SER, 615.2M Impressions, 948 Airings
RAM
2020 Big Finish SE – At Our Best: Three-Peat (1500 Bonus Cash Offer)
113 SER, 32.7M Impressions, 143 Airings
America’s Most Loyal (Black Friday SE Offer)
112 SER, 232.6M Impressions, 422 Airings
2020 Big Finish SE – At Our Best: Three-Peat (1500 Offer)
111 SER, 217.7M Impressions, 621 Airings
2020 Big Finish SE – At Our Best: Three-Peat (3500 MSRP Offer)
101 SER, 89.4M Impressions, 425 Airings
2020 Big Finish SE – At Our Best: Three-Peat (1500 MSRP + $500 Bonus Cash Offer)
96 SER, 387.1M Impressions, 940 Airings
2020 Big Finish SE – MotorTrend Three-Peat: Never Been Done Before (1500 Offer)
90 SER, 418.2M Impressions, 860 Airings
Subaru
Share the Love SE – Anthem :30
106 SER, 1,370.2M Impressions, 3,074 Airings
Share the Love SE – Hometown Faces (0% APR Offer) :30
99 SER, 1,317.5M Impressions, 2,960 Airings
Share the Love SE – Faces of Love (0% APR Offer) :30
94 SER, 1,380.3M Impressions, 3,004 Airings
Toyota
2020 Toyotathon Is On! SE – That’s A Wrap (ToyotaCare Offer) :15
** SER, 9.2M Impressions, 16 Airings
2020 Toyotathon Is On! SE – Unwrapping (ToyotaCare Offer) :30
** SER, 61.2M Impressions, 79 Airings
2020 Toyotathon Is On! SE – Unwrapping (0% APR Camry Offer) :30
** SER, 143.5M Impressions, 223 Airings
2020 Toyotathon Is On! SE – Workshop (ToyotaCare Offer) :30
** SER, 40.2M Impressions, 125 Airings
2020 Toyotathon Is On! SE – That’s A Wrap (0% APR Camry Offer) :15
** SER, 44.8M Impressions, 55 Airings
2020 Toyotathon Is On! SE – Better Than Mistletoe (0% APR Camry Offer) :15
** SER, 47.6M Impressions, 46 Airings
Bring the Love Home this Holiday :30
** SER, 908.8M Impressions, 1,553 Airings
2020 Toyotathon Is On! SE – Better Than Mistletoe (ToyotaCare Offer) :15
** SER, 5.8M Impressions, 11 Airings
2020 Toyotathon Is On! SE – Workshop (0% APR Camry Offer) :30
** SER, 53.2M Impressions, 104 Airings
Volkswagen
2020 Sign Then Drive SE – Zero Hassles (Jetta Offer)
** SER, 410.7M Impressions, 586 Airings
For each advertiser, SER Index is benchmarked separately so that the average SER Index across all airings represented for the advertiser is 100.
** Client data is suppressed.