AutoTrader.com Maintains Marketing Momentum With Sponsorships Across NFL On Fox; Thriving Online Auto Classifieds Site Buys Second Consecutive Year of Televised Football Air Time.

Automotive Writers

ATLANTA--(AutomotiveWire)--Oct. 17, 2001

AutoTrader.com, the leading online automotive classifieds site, today announced its ongoing commitment to nationwide brand marketing and advertising, with its second consecutive season of extensive sponsorship packages of NFL games on Fox television. Throughout the televised football season this Fall, AutoTrader.com will air its popular commercials in rotating spots throughout 28 regular season games, including the widely-watched Thanksgiving Day game. AutoTrader.com has also secured the coveted sponsorship of the post-game entitlements -- all of which will be branded "The AutoTrader.com Post-Game Show."

Additionally, AutoTrader.com has confirmed that on-air sponsorship billboards will be shown throughout the games, ensuring brand exposure to millions of viewers in the online car-buying demographic of males, 18-45 years of age. All AutoTrader.com placements will run from September 9 - December 30, 2001.

"Last year we successfully used televised football sponsorship as a highly-targeted way to reach an important demographic segment -- males age 18-45," said Clark Wood, vice president of marketing, AutoTrader.com. "Our involvement with the NFL on Fox puts AutoTrader.com in front of millions of potential customers in this influential demographic that may be in the market to buy or sell a used car."

AutoTrader.com has consistently employed broadcast advertising during widely viewed sporting events such as NFL, MLB, NBA, NCAA Basketball and NASCAR, combined with online marketing partnerships, to reinforce its brand among its key demographic as a household name synonymous with smart used car shopping.

The company launched its award-winning television ads during Super Bowl XXXIV in 2000 and has since used the success of that ad -- site traffic increased 414% immediately after it aired -- as a springboard to a diverse on and offline campaign through 2001 to become the leader in the online auto space. As a result of this tremendous brand recognition, J.D. Power & Associates named AutoTrader.com the number one site for used car classifieds, as well as among the top online resource for new car buyers. In addition, independent Internet measurement services, Nielson Net Ratings and Jupiter Media Metrix, gave AutoTrader.com top ratings positions, reinforcing the growing acceptance of its successful, dealer-friendly online auto classifieds business model. According to Nielsen, AutoTrader.com gained almost 500,000 unique visitors in one month to become the No. 1 car site in August. Jupiter also named AutoTrader.com among the top five most visited automotive resources on the Web in terms of unique visitors. AutoTrader.com has set and broken traffic records to its site, reaching more than 6 million unique monthly visitors, conducting more than 28 million vehicle searches a month.

This season's ads will continue to use the successful tag line "Your Car is Waiting" and emphasize how AutoTrader.com empowers consumers by offering the largest selection of used vehicles and decision tools. The campaign underscores the ongoing success and brand recognition experienced by AutoTrader.com, as well as the strength of automotive Internet classifieds.

Continuing with its multi-platform marketing campaign, AutoTrader.com will maintain its successful online partnerships throughout the year. AutoTrader.com is the exclusive used car provider for all America Online properties including AOL, AOL Anywhere, Netscape, CompuServe, DigitalCity and AOL Instant Messenger. AutoTrader.com will also continue its existing long-term online partnerships with Internet leaders such as iWon, Google, AltaVista, Ask Jeeves, LookSmart and BellSouth. In addition, AutoTrader.com has just wrapped-up an innovative summer online advergaming promotion to target the 18-24 year old market. The "Slide into Your Ride" campaign generated superior site traffic and brand awareness through AutoTrader.com and its affiliation with partner companies like JBL, Gatorade and Sports Illustrated.

About AutoTrader.com

AutoTrader.com is the Internet's largest auto classifieds marketplace and a comprehensive main source for consumers interested in buying or selling a new or used vehicle, or seeking information on price comparisons, safety tips, financing, insurance or warranty information. Through its strategic alliances with Manheim Auctions, Trader Publishing Company, ADP, Inc., America Online and eBay, AutoTrader.com aggregates in a single location a comprehensive database of 1.7 million vehicle listings from 40,000 dealers and 250,000 private owners, which provide consumers the largest selection of used vehicles in their local market.

AutoTrader.com was created in 1997 and is a majority-owned subsidiary of Manheim Auctions, Inc., the world's largest operator of wholesale auto auctions since 1945. Manheim Auctions, a wholly owned subsidiary of media conglomerate Cox Enterprises, Inc., is AutoTrader.com's principal stockholder and a key investor along with Landmark Communications, ADP, Inc., eBay, Inc, and the venture capital firm Kleiner Perkins Caufield & Byers. For more information, visit http://www.autotrader.com or call 404/269-7359.