Survey: Going green can get your auto ad noticed
Two Lexus commercials that promote environmental benefits of the luxury brand's hybrid technology were among the 10 most-recalled auto spots that first were broadcast from Jan. 27 to May 2, says IAG Research, a New York marketing firm.
IAG says the Lexus hybrid ads do not focus on a specific model "but are more about (the brand's) hybrid capabilities in general." The ads show the badge of the GS 450h with other models in the background.
"In today's climate, you can see consumers are really responding" to the Lexus spots, says Sallie Hirsch-Johnson, an IAG senior vice president.
The two Lexus commercials are 30-second versions of a 60-second spot. Using "multiple ads that build on one another helps support viewer recall," Hirsch-Johnson says.
The most-recalled commercial in the IAG survey was an Audi spot for the R8 sports car that premiered during the Feb. 3 Super Bowl telecast. The 60-second commercial spoofs the movie The Godfather.
Two Toyota commercials with racing themes also made the top-10 list.
A 30-second Chevrolet commercial featuring race driver Dale Earnhardt Jr. was the best-liked commercial during the survey period, IAG says.
IAG measures viewer recall of auto commercials that run on 22 U.S. broadcast and cable networks. It surveys more than 5,000 consumers.