And the Oscar for the best advertising performance during the Academy Awards show  goes to -- Hyundai.

But barely.

Indeed, Hyundai brand and, specifically, the Hyundai Sonata got the most lift from Sunday night's Academy Awards presentation, based on an analysis of shopping consideration by consumers visiting Edmunds.com.

However, though the viewing audience for the show was the biggest in five years, advertising on the Oscars proved not much of a win for automotive marketers.

In general, Edmunds.com saw little significant impact on shopping consideration from any of the automotive ads that aired on the Academy Awards. In fact, auto advertising performance on the show was pathetic compared with the Super Bowl.