Infiniti QX56 Gets Boost From Emmy Advertising

Just the Facts:

• Infiniti QX56 appears in multiple TV commercials during the Emmy awards.
• Edmunds.com data shows shopping consideration for the large SUV jumped by 51 percent following the ads.
• Infiniti commercials featured the cast of the NBC comedy series Community.

SANTA MONICA, California — Commercials that aired during Sunday night's Emmy awards and starred the cast of NBC's comedy series Community riding in an Infiniti QX56 boosted shopping consideration for the recently revamped full-size SUV, according to Edmunds.com data.

Shopping consideration for the QX56 rose 51 percent after the airing of the commercials to its highest daily level in three months, according to Edmunds.com's calculations.

The commercial features actor Joel McHale, of Community and The Soup, piloting the QX56. The giant luxury SUV carries the rest of the joke-cracking cast of Community, which follows this band of misfits attending Greendale Community College on the series that has its season premiere September 23.

In addition to McHale, the cast includes Chevy Chase (Chuck), Gillian Jacobs (The Book of Daniel), Yvette Nicole Brown (Rules of Engagement), Danny Pudi (Greek), Alison Brie (Mad Men), Donald Glover (30 Rock) and Ken Jeong (The Hangover).

The Infiniti commercials were the result of a partnership with the Academy of Television Arts & Sciences and NBC. Infiniti was the official automotive sponsor of the 62nd Primetime Emmy Awards, furnishing 50 vehicles for the event.

Consideration measures an Edmunds.com Web site visitor's interest in a vehicle as indicated by navigation to pages of content specific to that vehicle (such as reviews, videos and photos.) Edmunds.com analysts say consideration is a good metric for gauging marketing effectiveness. Consideration of a brand or model is the first step toward purchase intent, but not everyone counted in consideration metrics is currently in the market to buy a vehicle.

Inside Line says: Consideration of a brand or model is the first step toward purchase intent. Infiniti hopes to turn the Emmy exposure into hard sales. — Michelle Krebs, Edmunds.com Senior Analyst and Editor at Large