Consumer Recall, Actions Diverge in Response to Super Bowl Auto Ads

Brand recollection does not necessarily correlate with immediate consumer shopping behavior, finds Compete in a March 2012 analysis of automotive manufacturers’ Super Bowl advertising. Asking online consumers who watched the Super Bowl which brand first came to mind when thinking about the game, Compete found that Chevrolet had the highest share of recollection, at 20.4%, followed by Chrysler, at 17.6%. Yet, both scored among the lowest brands in terms of month-over-month change in share of market interest (SMI), a Compete metric representing the share of all in-market shoppers market-wide that shopped a brand online. (more…)