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How Did The Navigator & Tiguan Grammy Ads Impact Auto Shoppers?

Jumpstart Automotive Media analyzed shopping patterns from millions of automotive shoppers viewing vehicle ads during the Grammys this past Sunday. Here are some interesting data points that shed light on the success of the ad spots. This data analyzes vehicle research patterns of auto shoppers during the Grammys, and compares to share of interest during the three weeks prior to the Grammys.


Lincoln Navigator

  • The Navigator's Share of Shopper Interest Sunday night during the Grammys was 17.5% in the Large Luxury SUV segment (2nd); A 33% jump from its share of shopper interest during the three Sundays prior to the evening of the Grammys (13.1%).
  • Interest in the Navigator first spiked around 7PM pacific and reached its peak at 10PM when nearly 1 in 3 large luxury SUV shoppers were viewing this vehicle.
  • Grammy Sunday marked the largest day in terms of share so far in 2018 for the Navigator.
  • The Navigator saw the most growth among smartphone users (+40%).


Volkswagen Tiguan

  • The Tiguan's Share of Shopper Interest Sunday night during the Grammys was 5.1% in the SUV/CUV segment (7th); A 13% jump from its share of shopper interest during the three Sundays prior to the evening of the Grammys (4.5%).
  • Grammy Sunday marked the 3rd largest day in terms of share so far in 2018 for the Tiguan.
  • **The reason it wasn't the largest is because news about a price cut for the 2018 model began circulating around January 5th-8th.
  • Tiguan saw the most growth among smartphone users (+18% Sunday night).


"A well-produced advertisement can drive significant interest for automotive brands during major television events such as the Grammys and the upcoming Super Bowl, but these ads must direct viewers to information and research content that will capture their interest with the right mix of features, value and promotion," said Colin Thomas, senior analyst, strategic insights for Jumpstart. "The ad spots for the Navigator and Tiguan accomplished this, especially when you judge the bump in shopper interest seen during the Grammys. Furthermore, the fact that mobile users saw a significant jump illustrates the power that mobile has even when the event takes place on television."


Jumpstart’s Share of Shopper Interest Data

Jumpstart analyzes share of shopper interest regularly to gain insight into what consumers are considering when researching their next vehicle purchase, as well as how long it takes them to make a decision and how media influences their shopping process. These insights are based on the shopping patterns of more than 17 million in-market auto shoppers who are researching vehicles across the company’s portfolio of automotive publishers.


About Jumpstart

Jumpstart Automotive Media, a division of Hearst Autos, offers high-impact and performance-driven marketing and advertising solutions that achieve optimum results. An industry thought-leader known for its in-depth shopping reports, Jumpstart connects automotive marketers with the largest, high-performing audience of car shoppers and enthusiasts through partnerships with: Car and Driver, U.S. News Best Cars, J.D. Power Cars, NADAguides,, Autobytel,, Daily News Autos,, CarSoup, CarBuzz, CarStory, and


**FYI Jumpstart is planning similar research during next Sunday's Super Bowl and will make similar data available on all vehicles and brands advertising during the game.

Views: 183

Tags: Ads, Auto Shoppers, Grammy, Impact, Navigator, Tiguan


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Comment by Kelly Kleinman on January 30, 2018 at 1:11pm

This is a great blog piece, but I suspect only sales will be the ultimate judge.  I happen to own a it so far.

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