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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