Audi’s decision to tie marketing messaging to the weather tracks with customer behavior in another important facet of car ownership — gassing up. Overall, traffic to gas stations increased during rain, though a city-by-city breakdown shows a pretty even split.
Los Angeles (naturally), New York, Chicago, and Miami all see decreases in foot traffic to gas stations in rain, while Atlanta, Boston, Minneapolis, and Seattle all see increases. Snow has a more negative impact, with only Chicago seeing an increase.
The most interesting cities in this vertical are Miami, Minneapolis, and Seattle. Miami shows a massive drop in gas station patronage during rain, a 21.4% decrease, while Minneapolis shows an almost equally massive 18% increase. When the rain turns to snow in Seattle, a city that sees little of it, people go to gas stations at the rate of 24.9% less often.
It’s clear that, with the exception of Miami, a little bit of rain isn’t going to stop people from getting where they need to go; Audi was shrewd to run ads linked to rainy weather, and gas stations, as well as anybody advertising on Gas Station TV, would be shrewd to follow suit.