AutoTrader Continues Sports-Minded TV Buys

ATLANTA launched its latest television commercial last night during the opening round of the National Collegiate Athletic Association’s basketball tournament on CBS.

The 30-second spot, dubbed “Shelves,” maintains the look and feel of previous TV ads, but addresses the car-buying experience by featuring a family actually examining and comparing vehicles listed on the client’s Web site. Doner of Southfield, Mich., created the ad.

“For three seasons of NCAA on CBS, we’ve successfully used televised basketball sponsorships as a highly targeted way to reach an important demographic segment,” said Clark Wood, vice president of marketing at the Atlanta dot-com.

AutoTrader will rotate a total of 36 commercials on National Basketball Association telecasts through April 7. The company, a subsidiary of Manheim Auctions, also advertises on Major League Baseball, National Football League and Nascar televised games and events.