Super Super Bowl Stats

by , Feb 12, 2013, 6:15 AM
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The Super Bowl is over, but Marketing Charts has done a yeoman’s job in collecting and summarizing advertising stats for the record, or just plain interesting. Their report starts with the Ace Metrix scores, which reflect the persuasive nature of the commercial (through desire, relevance, information, attention, change, and likability) and its watchability. Combined, the overall effectiveness score is designed to understand how a commercial fared from the angles of both voluntary consumer consumption, and the business goal of the advertiser.

Ace Metrix surveyed 500 consumers who watched and scored each ad across this variety of standardized metrics. According to this analysis, Budweiser scored the most effective commercial of the game, with the least effective, on the other end of the spectrum, belonging to Calvin Klein’s “Concept” (362), with GoDaddy.com and YourBigIdea.CO occupying the other bottom 2 spots.

Most Effective Super Bowl Ads (2013; Ace Metrix Score)

Rank

Brand

Ad Title

Ace Score

1

Budweiser

Brotherhood

665

2

American Dairy Association

Morning Run

644

3

Coca-Cola

Security Camera

641

4

Doritos

Goat 4 Sale

626

5

Mercedes-Benz

Soul

626

6

Jeep

Whole Again

622

7

SodaStream International

SodaStream Effect

621

8

Skechers

Man vs. Cheetah

612

9

Hyudai

Stuck

611

10

Best Buy

Asking Amy

609

Source: Ace Metrix, February 2013

The business goal, according to survey results from RadiumOne, shows that 45% of respondents indicated they would research a brand based on the Super Bowl ads. The RadiumOne study results also suggest that one-third of Super Bowl viewers posted on social networks about the spots. More research about the social side of the Super Bowl says that:

  • Based on an analysis of more than 24 million real-time social media conversations across Twitter, Facebook, blogs and forums for the duration of the Super Bowl, Networked Insights determines that while GoDaddy.com’s “Perfect Match” had the most volume of conversations (255,121), it’s net sentiment was the worst (-11%). Net sentiment, which measures positive or negative change in attitude, was highest for Tide’s “Miracle Stain,” at 59%
  • Also, according to Networked Insights, the most-tweeted hashtag from a Super Bowl commercial was Budweiser’s #Clydesdales
  • ExactTarget found that of the 83 non-CBS/NFL commercials in Cleveland that ran during the game, 53% included URLs, 33% included a hashtag, and 14% included a Facebook CTA
  • MarketingLand.com found that of the 52 national TV spots, Twitter was mentioned in exactly half, while Facebook was included in only 4, and Google+ was not featured at all
  • Analyst Jeremiah Owyang, analyzing Super Bowl ad tech integration, found that 75% of the ads integrated social, mobile, hashtags, or applications, up 7% points from last year. This year, 46% mentioned a corporate URL or microsite (down 8% points), 38% included a hashtag (up 31% points), and only 7% mentioned Facebook (down 4% points).
  • Trendrr data reveals that total social activity surrounding the Super Bowl was 3 times higher than last year, with that activity skewing male (56%) and on mobiles rather than the web (88% vs. 12%)
  • Twitter notes that there was 24.1 million tweets about the game and halftime show, excluding the ads, while SocialGuide measured 26.1 million per Social Times
  • An analysis by Whispr Group counted 20.9 million Super Bowl-related tweets during the game, of which close to 3 in 10 were related to the commercials. While the GoDaddy.com commercial attracted the highest volume of tweets, only 14% of its tweets were positive. The brand with the highest share of positive Twitter sentiment was Tide at 86%
  • An article by AdWeek, using data from Twitter, Facebook, Google+, WordPress and YouTube collected by Attensity Media, suggests that Doritos was the most mentioned brand overall in social media, ahead of Audi and Calvin Klein
  • Budweiser’s popular Clydesdales ad drew more than 1.9 million shares in just 5 days, making it the third-most popular Super Bowl ad ever and the 15th most shared ad ever, according to Unruly Media

There was also some research that wasn’t strictly about social media! This list highlights some of the more interesting non-social-related findings:

  • Aligning with the Ace Metrix research, a poll from USA TODAY found that Budweiser scored the top ad of the Super Bowl, just ahead of Tide
  • Audi was the brand experiencing the most lift during the game, per AddThis data reported by Adotas
  • Some brands weren’t ready to handle the spike in traffic from their ads. Yottaa finds that 13 brand websites crashed during the Super Bowl, including Coke (92% uptime for the night) and SodaStream
  • Google reports that the top trending search during the game was M&M’S. The most searched for ads on YouTube were from M&Ms, Mercedes-Benz, Disney’s “Oz Great and Powerful,” Lincoln, and Audi. Ads (including teasers) related to the game were viewed more than 66 million times on YouTube prior to Super Bowl Sunday
  • The ad that saw the most mobile engagement was Jack in the Box’s ad with Shazaam, according to Velti, and reported by Mobile Marketing Watch

A Harris Interactive survey indicates that although at least 9 in 10 viewers believe that TV is at least somewhat important to have the best game day experience, 59% of 18-34-year-olds said the same about their computers. 47% of that young demographic agreed that their smartphones (and tablets, 39%) are an important piece of the experience.

Finally, Nielsen reported that advertisers spent an average of $3.4 million per 30-second TV spot last year. Recent surveys suggest that a significant proportion of viewers watch as much for the ads as for the game.

Average Cost of 30-Second Super Bowl TV Commercial (U.S. Dollars)

Year

Cost/30 Sec. Ad

2008

$2,699,963

2009

2,999,960

2010

2,954,010

2011

3,100,000

2012

3,442,752

Source: Nielsen, January 2013

For additional information from Marketing Charts, please visit here.

 

1 comment on "Super Super Bowl Stats".

  1. Jeannine Fallon from Edmunds.com
    commented on: February 12, 2013 at 1:41 p.m.
    Edmunds.com compared consideration of the Super Bowl's automotive advertisers the week after the Super Bowl to the previous four weeks and found: · Mercedes-Benz CLA-Class was the number one considered model on Edmunds.com on Super Bowl Sunday, 2/3/13, and Monday, 2/4/13, and the week following the Super Bowl. This is unprecedented for such a low volume car, and set a record for the highest lift (14,030%) on Edmunds.com (since we began tracking ad performance.) · Of brands, Mercedes-Benz brand continues to see large lift (107%) thanks to CLA-Class and C-Class. Lincoln brand saw the second largest post week lift (30%) followed by Hyundai (25%) and Kia (8%).

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