The Gist

The Super Bowl isn’t just a game—it’s a marketing arms race. RAM and Jeep crushed it, with RAM ranking #2 overall in ad engagement and Jeep snagging #7 (per EDO). Meanwhile, Cars.com saw triple-digit traffic spikes for Buick, Jeep, and RAM immediately after their ads aired.

Moral of the story? People see, people search. If you’re a dealer, now’s the time to ride that wave—because consumers are already clicking. Super Bowl ads aren’t just for show; they drive real buyer intent faster than a HEMI on an open road. 🚀

Super Bowl Ads Drive Huge Traffic Surges for Auto Brands—Who Won the Engagement Game?

The Super Bowl isn’t just a battleground for football teams—it’s a high-stakes marketing showdown where brands fight for consumer attention. Automakers poured millions into ad spots, and data from Cars Commerce and EDO's Engagement Index reveal which brands got the biggest payoff in consumer engagement.

📈 Super Bowl Auto Search Surges on Cars.com

Car commercials aren't just entertainment—they drive real consumer action. Cars Commerce tracked vehicle searches on Cars.com, showing massive spikes for brands featured in Super Bowl ads:

• 🚗 Buick’s Halftime Takeover – Buick saw a 182% increase in used vehicle page visits, with Buick Regal searches jumping 451%. The 1987 Regal Grand National GNX's halftime cameo was a clear winner.

• 🚙 Jeep’s Game-Time Lift – Jeep website traffic surged 336% on Cars.com, led by a 628% spike for Wrangler 4xe, 555% for Wrangler, and 344% for Gladiator.

• ⚡ RAM’s Super Bowl Power Play – RAM saw a 436% increase in traffic after its ad aired.

Okie Dokie, so what did we learn?

The Super Bowl isn’t just about brand awareness—it fuels immediate consumer interest, with shoppers heading to Cars.com to research the vehicles they just saw on screen.

🏆 Who Won the Overall Super Bowl Ad Engagement Battle?

EDO’s Engagement Index (EI) ranks every national Super Bowl ad based on consumer behaviors like online searches and brand website visits immediately after airing. A score of 100 represents average engagement, while higher scores indicate significantly above-average performance.

🥇 The Top 10 Super Bowl Ad Engagement Winners

1️⃣ T-Mobile Wireless (EI: 1263.44) – Satellite-powered wireless with Starlink dominated consumer interest.
2️⃣ 🚘 RAM (EI: 847.88) – Glen Powell’s “Goldilocks” Ram Trucks ad proved to be just right for engagement.
3️⃣ Liquid Death (EI: 804.09) – A bold push for flavored water paid off.
4️⃣ Universal Pictures (EI: 777.68) – The upcoming How to Train Your Dragon adaptation sparked buzz.
5️⃣ Hims & Hers (EI: 771.41) – Weight-loss solutions scored big with consumers.
6️⃣ Cirkul (EI: 656.9) – The personalized water bottle brand quenched engagement.
7️⃣ 🚙 Jeep (EI: 636.87) – The only other auto brand to break the top 10, showing strong post-ad consumer interest.
8️⃣ Poppi (EI: 552.32) – A strong showing for the probiotic soda brand.
9️⃣ Universal Pictures (EI: 500.51) – Movie trailers kept audiences engaged.
🔟 Marvel Studios (EI: 491.49) – Superhero hype continues to convert clicks.

💡 Key Automotive Takeaways

• RAM was the biggest automotive winner of the night, ranking #2 overall in Super Bowl engagement, proving their truck lineup ad resonated.

• Jeep landed at #7, confirming their continued consumer pull—especially for off-road-ready models.

• Other auto brands had engagement but didn’t make the top 10, highlighting the importance of ad strategy, placement, and execution.

🚀 What This Means for Auto Dealers

Super Bowl ads aren’t just flashy TV moments—they drive real-time consumer behavior. The massive traffic spikes on Cars.com and EDO’s engagement rankings confirm that:

✅ Shoppers act immediately after seeing an ad. Whether searching for specific models or exploring a brand further, online research is their first stop.
✅ Auto brands investing in the right ad narratives win. RAM and Jeep’s high engagement shows that storytelling, nostalgia, and brand positioning matter.
✅ Dealers should capitalize on post-Super Bowl momentum. If RAM or Jeep saw big surges in interest, it’s likely that local dealerships are feeling the demand, too.

Super Bowl Sunday may be one night, but the shopping trends it ignites last far beyond the game.

Sources:

• Cars Commerce on LinkedIn

  • Buick

  • Jeep

  • Ram

• AdWeek - The Most Engaging Super Bowl Ads, According to EDO

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