The Duke Boys Put the Pedal to the Metal

AutoTrader drives online Share of Voice with “The Dukes”

They’re back! The Duke boys made their triumphant return to TV on June 9th, 2014. That’s when first observed the first of three AutoTrader national TV commercials featuring the Dukes of Hazard.  Since then, these three ‘Dukes’ spots have aired 5,624 times across 46 networks and 579 shows.

And the winners are:

Top Network:
SOV Index = 3.41

Top Show: Mike & Mike
Index = 5.33

dukesiSpot measured Digital Share of Voice (SOV) for the category, Vehicles / Online & Information. For the periods of 1/1/14 – 5/31/14 (before the campaign broke) and then from 6/1/14 – 12/31/14. The campaign launched with the first two creatives on June 9th. Before the campaign launch, AutoTrader was ranked 8th in terms of
Digital SOV at  .28. After the launch, AutoTrader enjoyed the top spot in the category at 30.88%.  This is where you should hear John Schneider howling “WooHoo” at the top of his lungs. Sirens wailing!

Observation 1

The Dukes roared in to town at exactly the right time. Since June 1, the ‘Help the Dukes Find a New Car’ spot has risen to be the third most engaging TV commercial in the category. This spot ranks at an 8.7 against a category average of 4.6 (overall scale 1 – 10). This spot alone has directly driven 10,107 online searches, 35,577 views of the spot online, and inspired 4,051 social actions. All from TV airings.

Observation 2

One of the key themes in advertising this year was nostalgia. This year’s top performing Super Bowl TV commercials included Bud Light’s Pac Man, BMW featuring Katie Couric & Bryant Gumbel, and Snickers helping Marcia from the Brady Bunch not feel so #hangry. This campaign was ahead of the curve and vaulted AutoTrader to new highs for Digital SOV. Now that AutoTrader has the attention of consumers, what’s next?

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