Marketing around huge sporting events is garnering a lot of interest for auto makers. In a video interview with Joe Gumm, CBT News, Jessica Stafford, VP of Marketing with Cox Automotive, said these events attract the attention of many car shoppers. Dealers need to look for quality and intent. These are clear signs of car shoppers intending to evolve from shopper to buyer: phone call/email leads; online chat; clicks from third-party site to dealer site; saving a car (search parameters). Saving a car is a particularly compelling action that shows intent to buy.