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January 10, 2021 6 min read

EDO’s Winter Sales Event Wrap-Up: Non-Luxury Automakers

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…

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.

 

  • 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. 

  • 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. 

  • 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

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.