Lexus RC 350 Super Bowl commercial scores highest in consumer interest

(February 2, 2015) IRVINE, Calif. — The Lexus RC 350 increased 1,820 percent in new-car searches on KBB.com, the most of any advertised model during Super Bowl XLIX, according to Kelley Blue Book kbb.com. Several other luxury models, including the BMW i3 and Mercedes-Benz AMG GT, helped round out the top three models with the largest percent increases on KBB.com, gaining 1,131 percent and 950 percent respectively.

"Lexus used its new performance car's name, the RC 350, to inspire a commercial with playful themes and engaging visual appeal.  The automotive ballet between real and remote-controlled Lexus coupes drove the largest increase in model-level activity at KBB.com," said Karl Brauer, senior analyst for Kelley Blue Book's KBB.com. 

"BMW's i3 also saw a more than 1,000 percent increase in shopper behavior with its spot that played off the cutting-edge nature of its all-electric model.  The Mercedes-Benz AMG GT, Jeep Renegade and Chevrolet Colorado rounded out the top five increases in model activity, while ads for the new Lexus NX and Toyota Camry saw only slight increases in user activity."

"Most new models, with the exception of the Lexus NX, saw increases of more than 100 percent after the ads aired," said Arthur Henry, senior manager of Market Intelligence for Kelley Blue Book's KBB.com.  "The popular crossover/SUV segment, which included spots from models like the Lexus NX, Fiat 500X, Jeep Renegade and Kia Sorento, accounted for more than a third of the models advertised."



Kia earned the greatest percent increase of KBB.com new-vehicle searches following its Super Bowl ad airing with a 68 percent increase, followed closely by Dodge at 62 percent with help from its "Wisdom" commercial and Fiat with its edgier "Blue Pill" spot. 

"From a brand perspective, Kia's commercial for its new Sorento stuck with traditional components, including a famous actor, compelling imagery and inspired comedy.  This recipe gave Kia the biggest lift in brand activity on KBB.com," said Brauer.  "Humor and creative imagery helped Dodge and Fiat earn a similarly large bump in their brands' activity, while the more eclectic commercial styles used by Lexus and Toyota may have improved each brand's image, but it did little to increase buyer interest."