Super Bowl Ads Gain 'Impact Value' Before Game
Well before Super Bowl Sunday, some opportunistic advertisers were already benefiting from excitement around the big day.
In fact, among those brands advertising during this year’s game, some have so far managed to increase their “impact media value” by more than 1,000%, according to new data from analytics firm General Sentiment.
Wonderful Pistachios, for one, has seen its media value jump 1,442% over a three-month average. Apparel brand Gildan has also done well, seeing its media value rise by 387%, while Skechers witnessed a 346% increase in media value over a three-month baseline average.
In sheer dollar terms, car brands Volkswagen and Mercedes-Benz have seen their average daily media value leap to about $2.2 million (from an average of $1.5 million over the past three months) and $1.8 million (from an average of $1.3 million), respectively.
Weeks before kickoff, Taco Bell has also done well, as its average daily media value has risen to $768,418 from a three-month average of $322,109, while Hyundai has seen its average daily media value jump to 829,890 from a three-month average of $301,543.
Overall, Facebook still holds the prize for highest impact media value, as General Sentiment reported earlier this month. In the fourth quarter of last year, the social giant’s combined value of news media, social media and Twitter was estimated to be worth $753 million.
Google ranked second during the fourth quarter. The researcher estimated the search giant’s combined media value to be worth $558 million.