EDO’s Winter Sales Event Report 12/11: Non-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 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 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

  • Toyota has driven the greatest level of total Search Engagement Volume (SEV) since November 26th while increasing airings, impressions, and SEV for its Toyotathon Sales Event campaign YoY. The brand has focused its WSE creative efforts on offers for the 2020 Camry and ToyotaCare.

  • GMC and Volkswagen have emerged as the top performers for campaign efficacy, outperforming the industry average at driving Search Engagement with their WSE ads on a per-second, per-person basis. Both brands have seen increases in Total SEV YoY despite seeing decreases in impressions and airings YoY.

Creative Performance

  • After concluding its 2020 Black Friday Sales Event on December 1st, Jeep switched over to its 2020 Big Finish Sales Event campaign, featuring high-performing spots such as 2020 Big Finish SE – Hero’s Journey (Grand Cherokee Offer). A viewer of the best performing spot for the current 2020 Big Finish Sales Event has been 27% more likely to engage online with Jeep than a viewer of the best performing spot for the previous 2020 Black Friday Sales Event

  • Toyota is promoting offers for the 2020 Camry and ToyotaCare during this year’s Toyotathon Sales Event. Toyota has primarily focused its creative rotation around 2020 Toyotathon Is On! SE – Unwrapping (0% APR Camry Offer).

  • Ford is currently running two spots for its 2020 Built for the Holidays Sales Event: Joy (0% APR Offer) and Running of the Santas. Someone who saw Joy is 70% more likely to engage online with Ford than someone who saw Running of the Santas.

WSE Creative Tracker

Buick

2020 Buick Friday SE – S(You)V Holiday (APR Offer)
103 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 (Encore Offer)
90 SER, 80.6M Impressions, 165 Airings

Chevrolet

2020 Employee Discount for Everyone SE – Giving (Silverado Offer)
107 SER, 167.5M Impressions, 298 Airings
2020 Employee Discount for Everyone SE – Wherever You Go (Equinox Offer)
96 SER, 191.7M Impressions, 317 Airings

Ford

2020 Built for the Holidays SE – Joy (0% APR Offer)
156 SER, 42.4M Impressions, 27 Airings
2020 Built For the Holidays SE – Running of the Santas :30
92 SER, 310.0M Impressions, 248 Airings

GMC

2020 Season to Upgrade SE – Gift Like a Pro (Sierra 1500 Offer)
113 SER, 84.2M Impressions, 85 Airings
2020 Season to Upgrade SE – One For You, One For Me (Acadia Offer)
99 SER, 123.0M Impressions, 263 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)
60.8M Impressions, 16 Airings

Jeep

2020 Big Finish SE – What Makes Jeep? (Grand Cherokee Offer)
130 SER, 3.6M Impressions, 28 Airings
2020 Big Finish SE – Home (Grand Cherokee Offer)
118 SER, 14.2M Impressions, 11 Airings
2020 Big Finish SE – Hero’s Journey (Gladiator Offer)
106 SER, 178.0M Impressions, 510 Airings
2020 Big Finish SE – Hero’s Journey (Grand Cherokee Offer)
105 SER, 167.3M Impressions, 515 Airings
2020 Black Friday SE – What Makes Jeep? (Grand Cherokee Offer) :30
102 SER, 3.2M Impressions, 24 Airings
2020 Black Friday SE – Hero’s Journey (Gladiator MSRP Offer)
98 SER, 104.9M Impressions, 286 Airings
2020 Black Friday SE – Hero’s Journey (Grand Cherokee MSRP Offer)
94 SER, 145.4M Impressions, 328 Airings
2020 Black Friday SE – Looking Forward (2021 Compass Offer)
91 SER, 175.1M Impressions, 465 Airings

Kia

2020 Command the Season SE – Take on Winter (APR Offer) :15
** SER, 44.2M Impressions, 42 Airings
2020 Command the Season SE – Take on Winter (APR Offer) :30
** SER, 402.0M Impressions, 463 Airings

Mazda

2020 Season of Inspiration SE (0% APR Offer)
589.4M Impressions, 887 Airings

RAM

2020 Big Finish SE – At Our Best: Three-Peat (1500 Bonus Cash Offer)
105 SER, 32.7M Impressions, 143 Airings
America’s Most Loyal (Black Friday SE Offer)
105 SER, 232.6M Impressions, 422 Airings
2020 Big Finish SE – At Our Best: Three-Peat (1500 Offer)
95 SER, 190.1M Impressions, 610 Airings

Subaru

Share the Love SE – Anthem :30
105 SER, 421.7M Impressions, 935 Airings
Share the Love SE – Hometown Faces (0% APR Offer) :30
102 SER, 425.7M Impressions, 916 Airings
Share the Love SE – Faces of Love (0% APR Offer) :30
92 SER, 440.7M Impressions, 910 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, 145.6M Impressions, 225 Airings
2020 Toyotathon Is On! SE – That’s A Wrap (0% APR Camry Offer) :15
** SER, 46.4M Impressions, 55 Airings
2020 Toyotathon Is On! SE – Workshop (ToyotaCare Offer) :30
** SER, 38.1M Impressions, 125 Airings
2020 Toyotathon Is On! SE – Better Than Mistletoe (0% APR Camry Offer) :15
** SER, 50.0M Impressions, 46 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, 53.4M Impressions, 110 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.