comScore: Super Bowl Ads Drove One In Five Online

Marketers are increasingly incorporating Web sites into their TV ads and, when it comes to Super Bowl ads, viewers seem to be responding.

A recent comScore survey of Super Bowl viewers found that 19% went online to find out more information about last week's Super Bowl ads. Ten percent of respondents said they visited at least one marketer's site, while 7% said they went online to view video clips of the ads.

The move toward consumer-generated ads also proved popular with some consumers. While most respondents--63%--thought the professional ads were equally as entertaining as the consumer-created ones, a sizable 21% thought the user-created ads were better. Just 10% said the professional ads were more entertaining than the consumer-created spots. Doritos, Chevrolet and the NFL were among the advertisers that harnessed consumer-created spots.

When comScore asked respondents which Super Bowl ads they wanted to see again, the professionally created spots topped the list, but the consumer-generated ones trailed closely. The most popular choices were the professional Anheuser-Busch spots for Budweiser (selected by 35% of respondents), but 31% chose the consumer-created Doritos ad. The agency-created Bud Light ad was selected by 29%, followed by professional efforts for Coca-Cola (25%) and Blockbuster (17%). The consumer-created spot by Chevy was selected by 15% of respondents.

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