AutoTrader.com touches down with Monday Night Football
AutoTrader.com, a third-party automotive research site, has signed a two-year deal with ABC Sports to be a prime sponsor of Monday Night Football. Terms of the deal weren’t disclosed, but AutoTrader.com, which matches interactive used car shoppers with dealers and other sellers, will run television ads through the 22-game Monday Night Football schedule and sponsor the pre- and post-game shows.
With more than 15 million viewers, Monday Night Football appeals to AutoTrader.com’s core site users: men ages 25-54 with some college education and $60,000 to $70,000 in annual household income. “We had great success reaching our key demographic last year so we’ve signed on for two more years,” says Clark Wood, vice president of marketing for AutoTrader.com.
AutoTrader.com typically receives about 150,000 to 200,000 site visits after airing its commercials on Monday Night Football or more than 3 million total visits over the course of the professional football season, which includes the play-offs.
The company is advertising on Monday Night Football after trying other National Football League telecasts such as Fox NFL Sunday. “We get more of a national audience with Monday night traffic and we know the people who are viewing the game are multi-taskers,” Wood says. “We can tell by server traffic that many people are clicking on the site while it’s still being telecast.”
AutoTrader.com, which logs about 8 million unique visitors per month who conduct more than 50 million vehicle searches, also advertises on televised NCAA and NASCAR events.
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