Holiday advertising driving luxury interest in December


New analysis shows which automakers are gaining the most from their holiday-season advertising.

December interest in the luxury segment has grown by 10 percent since December 2014, according to new data from Jumpstart Automotive Media on the impact automotive holiday advertising has had on luxury shopper interest over the past several years.

“Based on analyzing what people are shopping for throughout the year, it appears that the luxury holiday ad campaigns have been relatively effective, especially over the past few years,” Jumpstart strategic insights senior analyst Colin Thomas said in a news release.

December ranked as the second-highest month for luxury shopping in 2015 and 2016.

Last year, November ranked just slightly higher than December (31.3 percent vs. 31.0 percent), according to Jumpstart.

BMW’s “Road Home” television ad has been the most-viewed commercial this holiday season and Land Rover has the second-most viewed, according to WardsAuto.

Other notable luxury brand commercials include “December To Remember” from Lexus and Audi’s “Season of Audi”.

“Nearly 20 years ago, Lexus pioneered the holiday year-end automotive sales event with the ‘December To Remember’ campaign featuring cars with giant red bows. Now we have seasonal television spots from virtually every luxury carmaker, with creative that rivals that of the Super Bowl,” added Thomas.

“We’re really looking forward to seeing how much December advertising impacts traffic this year.”

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