• by Jack Loechner , Staff Writer @mp_research, February 6, 2004

Super Bowl Ads and Stunts Score Online
comScore Networks released an analysis of Internet visitation and preferences related to Super Bowl XXXVIII and related publicity stunts. In addition, the comScore third annual Super Bowl survey revealed this year's most liked advertisements.

"Aside from reaching an enormous audience, Super Bowl advertisers count on a buzz effect before, during and well past the big game," said Peter Daboll, president and CEO of comScore Media Metrix. A number of television advertisers' Web sites posted dramatic spikes in visitation within 15 minutes of the actual television advertisement airing:

- The number of visitors to Cialis.com grew by 240 percent as consumer curiosity was piqued by a direct-to-consumer pharmaceutical advertisement that was somewhat vague by design.

- 220 percent more visitors charged to the Dodge Web site after the automaker ran its advertisement for the 2005 Magnum.

- Visitation to WarnerBros.com jumped approximately 200 percent above average shortly after the studio's ad for "Troy" ran.

- While Pepsi introduced its iTunes promotion early in the second quarter, it appears that many Internet users waited until halftime to explore the offer online. Between 8:15 and 8:30 EST, visitation to Apple.com was up more than 400 percent over the day's 15-minute average.

- SonyPictures.com posted a 330-percent increase after airing a promotion for "Secret Window."

- While some marketers chose $2.3 million 30-second television advertisements, GoldenPalace.com opted for a less traditional branding medium - the tattooed streaker. Curiosity-seekers rushed to GoldenPalace.com, pushing traffic 380 percent higher than average between 9:00 and 9:15 EST.

Top 10 Largest Gaining Advertiser Web Sites (with greater than 10,000 visitors on Super Bowl Sunday)
Total U.S. - Home, Work and University Locations

	% Change in U.S. Visitors: 2/1/04 vs. Avg. of Four Previous Sundays
Cialis.com	1868%
Apple iTunes	593%
HRBlock.com	258%
PepsiWorld.com	190%
Dodge.com	139%
Cadillac.com	94%
TheTruth.com	72%
Ford.com	19%
WarnerBros.com	8%
SonyPictures.com	6%

Source: comScore Media Metrix

Anheuser-Busch took the prize for the most liked Super Bowl advertisement in integrated research conducted by comScore Survey Solutions. This year's winning commercial featured a donkey joining Budweiser's famous Clydesdale team. More than 70 percent of respondents gave this ad the highest rating on a three-point scale and approximately 18 percent of respondents said the advertisement was their favorite of any Super Bowl promotion. Moreover, more respondents recalled (unaided) Budweiser's donkey-Clydesdale spot as the most memorable advertisement of this year's game.

Approximately one-third of survey participants indicated that they used the Internet during the Super Bowl or the pre- and post-game shows. The most popular times to use the Internet were the pre-game and halftime show.

Top Gaining Search Terms Across Major Search Engines*
Percentage Change - Monday, Feb. 3, 2004 versus Saturday, Jan. 31, 2003
Total U.S. - Home, Work and University Locations

Search Term	Percent Change
Janet Jackson and related searches	N/A
Halftime Show	N/A
Drudge Report	N/A
Groundhog Day	N/A
Lingerie Bowl	N/A
MTV	488%
Super Bowl	301%
Justin Timberlake	226%
New England Patriots	219%
NFL	117%

Source: comScore qSearch
*Includes grammatical derivations and closely related searches

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