Cars.com Heads Back to Super Bowl

After a tremendous boost for the site and its advertisers spurred largely by the company advertising in last year’s game, Cars.com said today that it will once again have a marketing presence in the Super Bowl.
The company plans to debut two 30-second commercials during Super Bowl XLV, which is scheduled for Feb. 6 in Arlington, Texas.
This will be four years in a row now that Cars.com has aired commercials during the Super Bowl, and officials said these efforts have been a major catalyst for gains.
“Advertising in the Super Bowl is a proven investment, which is why we’re returning,” stated Cars.com president Mitch Golub.
“The massive audience gives tremendous lift to our business, and as we continue to grow Cars.com and our offerings to car shoppers and dealers, it’s paramount that we devote our resources to channels that will continue our trajectory as the fastest-growing brand in our category, and bring more overall value to our advertisers,” he added.
Both of the upcoming commercials will play on the site’s “Confidence” advertising efforts. The first will air during the third quarter, while the next will play in the fourth.
The Super Bowl XLIV spots helped the company see immediate and continued growth, a Cars.com executive said.
“The unique attention paid to Super Bowl ads ensures our messages are delivered,” noted Carolyn Crafts, Cars.com vice president of marketing.
“Our ad during last year’s Super Bowl reached more than 106 million viewers — the largest television audience of all time, and after the game we not only saw an enormous surge in visitors to Cars.com — and a record number of referrals to our advertisers — our awareness has continued to grow since then,” Crafts continued.
“In September 2010 more people used the considerable resources of Cars.com than any other time in our history,” she added.

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