Auto-by-Tel: Superbowl Ad Results Just Super]

Irvine, CA-based Auto-By-Tel, which invested $1.3 million in a TV ad during the Superbowl, said it saw a traffic increase of 1,700% immediately following the broadcast.

“The numbers are incredible,” said Pete Ellis, president and chief executive officer of Auto-By-Tel and the marketing mind behind the spending on the 30-second Super Bowl spot. “Within minutes after the commercial aired, we were tracking a 1,700% increase in Web site traffic and an amazing 93% increase in Purchase Requests for new and used cars.”

The spot, entitled “Come As You Are,” aired during the latter part of the second quarter and showed a pajama-clad woman submitting her Purchase Request on the Internet and sailing through cyberspace to pick up her new vehicle, financed through Auto-By-Tel Acceptance Corp.

The message that low-cost car buying is quick and easy worked–not only was there a huge increase in Purchase Requests, but the use of Auto-By-Tel’s financing arm also notably increased, the company said.

“We were the first Internet-based company to realize that mainstream media is a great way to reach Internet consumers,” said Ellis. “Apparently, other high-tech companies took note and, this year, many used the Super Bowl to brand their products and services.”

Auto-By-Tel said it is already committed to run its Super Bowl commercial on network and cable television, including ABC, CBS, NBC, ESPN, ESPN2 and FX.

Auto-By-Tel, which launched in 1995, is an Internet-based purchasing program for new and certified used vehicles and related consumer services, including automotive financing, leasing and insurance.