Damage Control Needed for Super Bowl Ads
comScore Networks, asking if advertisers are paying millions for brand damage, released the results of a Super Bowl XL survey showing that some spots during the big game actually harmed consumer's perception of the brand. Burger King's retro ad damaged the perception of the brand among 20 percent of viewers, while 28 percent of women found the GoDaddy.com ad to be damaging.
On the other hand, Bud/Bud Light and FedEx registered positively with viewers as 44 percent reported that the ads improved their respective brand images. Respondents voiced strong feelings towards several brands.
|
Brand Perception Among Total Respondents |
|||
|
|
Damaged |
Improved |
Unchanged |
|
FedEx |
4% |
44% |
52% |
|
Bud/ Bud Light |
2% |
44% |
54% |
|
Burger King |
20% |
25% |
55% |
|
Gillette |
11% |
24% |
65% |
|
Emerald Nuts |
20% |
22% |
58% |
|
Hummer |
17% |
22% |
61% |
|
Source: comScore Networks February 5 - 6, 2006 |
|||
With a clear intent to connect with men, more than one-third of men reported the edgy GoDaddy.com spot improved their image of the brand, while 28 percent of female viewers found the ad damaging. The Gillette Fusion ads were found to be damaging by 15 percent of men, while Dove's commercial promoting self-esteem in young girls found only 1 percent reporting that their perception was damaged.
|
Brand Perception By Gender (% of respondents) |
||||
|
|
Men |
Women |
||
|
|
Damaged |
Improved |
Damaged |
Improved |
|
GoDaddy.com |
9% |
35% |
28% |
12% |
|
Dove |
7% |
33% |
1% |
56% |
|
Gillette |
15% |
27% |
7% |
20% |
|
Source: comScore Networks February 5 - 6, 2006 |
||||
As a measure of ad enjoyment, viewers were asked to select the ads they would like to view again. Bud/Bud Light captured the top spot with more than 50 percent of respondents reporting they would like to see the ads again. The FedEx cavemen spot was the second favorite.
|
Ad Enjoyment/ Desire to View Again (% of respondents) |
|
|
Bud/Bud Light |
54% |
|
FedEx |
28% |
|
Pepsi/Diet Pepsi |
22% |
|
Burger King |
15% |
|
GoDaddy.com |
14% |
|
Source: comScore Networks February 5 - 6, 2006 |
|
To view the complete report from this survey, please visit here.
JACK LOECHNER
Center for Media Research
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