Wednesday, February 14, 2007

Results of Super Bowl Ad effectiveness

I know that we're more than a week removed from it...but things have been a little busy here at IU-Bloomington.

In fact, it's taken an ice storm to close the University (at least until noon today!) for me to find time to post this.

Another excellent bit of Super Bowl Advertising Research Done by the folks at Media Post and The Center for Media Research (you should really subscribe to their email newsletter!!)

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Ad Rankings For Your Super Bowl File
by Jack Loechner, Monday, Feb 12, 2007 8:30 AM ET
Ad Rankings For Your Super Bowl File

If you missed the complete ad review, or real time reactions to the ads by USA Today, here's a data summary to close out the season. In addition, there's a link at the conclusion of this Brief to view each of the ads individually, for which advertisers paid up to $2.6 million for a 30-second spot.

USA TODAY assembled 238 adult volunteers in Houston and McLean, Va., and electronically charted their second-by-second reactions to ads during the Super Bowl. Opinions Unlimited and Shugoll Research chose the volunteers, who used handheld meters to register how much they liked each ad, and a computer continuously averaged the scores. The scores shown in the chart are the highest average for each ad.

10 Most Popular Ads From USA TODAY's Super Bowl Ad Meter

Company

Description

Length(sec)

Qtr

Score

Budweiser

Crabs worship Bud ice chest.

30

4th

8.56

Budweiser

Stray dog and the Clydesdales.

60

2nd

8.29

Bud Light

Rock, Paper, Scissors game for beer.

30

1st

8.28

Doritos

Guy in car, girl show Doritos qualities.

30

1st

7.95

Bud Light

Immigrants learn to ask for Bud Light.

30

1st

7.87

Bud Light

Wedding shortened by auctioneer.

30

1st

7.83

Bud Light

Ape loses out on beer while posing.

30

3rd

7.76

FedEx

FedEx truck on the moon.

45

1st

7.74

Snickers

Mechanics enjoy candy bar.

30

1st

7.57

Bud Light

Scary hitcher gets ride for Bud Light.

30

3rd

7.51

Source: USA TODAY, February 2007

The Rest Ranked by Average "Like" Score

Company

Description

Length(sec)

Qtr

Score

Blockbuster

Rabbit uses (real) mouse to order.

30

1st

7.44

NFL

Fans mourn end of season.

30

4th

7.43

Coca-Cola

No more regrets for old man.

30

2nd

7.36

Snapple Green Tea

Fan researches mystery ingredient.

30

4th

7.27

Taco Bell

Lions chat about new Taquitos.

30

3rd

7.26

CareerBuilder.com

Dodging darts in office jungle.

30

2nd

7.10

Emerald Nuts

Robert Goulet and low energy danger.

30

3rd

7.07

General Motors

Factory robot dreams he's fired.

60

2nd

7.06

E-Trade

What one finger can do.

30

4th

7.05

Schick

Quattro tested in gym workout.

30

1st

6.99

Coca-Cola

Video game guy does good deeds.

60

2nd

6.96

T-Mobile

Fan doesn't recognize Charles Barkley.

30

3rd

6.91

Toyota

Tundra accelerates, stops at cliff.

30

1st

6.81

Disney

Movie trailer for Wild Hogs.

30

2nd

6.74

Bud Light

Slapping replaces fist bumping.

30

2nd

6.71

Sierra Mist

Beard comb-over doesn't work.

30

1st

6.66

CareerBuilder.com

Fight for promotion in office jungle.

30

3rd

6.54

CareerBuilder.com

Performance review in office jungle.

30

4th

6.52

Coca-Cola

Black History Month tribute.

30

2nd

6.50

Chevrolet

Bare-chested guys wash HHR.

30

2nd

6.47

Coca-Cola

Inside a Coke vending machine.

60

3rd

6.44

Bud Select

Jay-Z, Don Shula play 3-D football.

30

4th

6.30

Frito-Lay

Black History Month tribute.

30

2nd

6.30

Doritos

Checkout girl gets excited.

30

2nd

6.18

FedEx

Can't judge people by their names.

30

3rd

6.16

Sierra Mist

Karate students defend soft drink.

30

1st

6.15

Disney

Movie trailer for Meet the Robinsons.

30

3rd

6.10

Prudential Financial

What rocks can do for you.

30

4th

5.96

Izod

PerformX sportswear in the snow.

30

4th

5.89

Sprint

Mobile broadband connections.

30

2nd

5.81

Chevrolet

Stars sing songs with Chevy in lyrics.

60

1st

5.78

E-Trade

Bank robs customers.

30

3rd

5.70

Lionsgate

Movie trailer for Pride.

30

1st

5.63

Toyota

Tundra tows load on see-saw ramp.

30

3rd

5.63

Hewlett-Packard

PC, motorcycles, American Chopper star.

30

4th

5.60

Honda

Fuel efficiency of Hondas.

30

4th

5.49

Honda

Elvis' Burning Love for new CR-V.

30

4th

5.38

GoDaddy.com

GoDaddy marketing department parties.

30

1st

5.28

King Pharma.

Guy in heart suit attacked by risks.

60

2nd

5.23

Van Heusen

Man dressed for any occasion.

30

3rd

5.04

Nationwide Ins.

Kevin Federline dreams of rap career.

30

3rd

4.94

Weinstein Co.

Movie trailer for Hannibal Rising.

30

4th

4.77

Source: USA TODAY, February 2007

5 Least Popular Ads

Company

Description

Length(sec)

Qtr

Score

GoDaddy.com

2nd airing of marketing department.

30

4th

4.71

Garmin

GPS navigator vs. paper map monster.

30

2nd

4.34

Flomax

Prostate drug lets men bike, kayak.

60

4th

4.22

Revlon Colorist

Sheryl Crow sings new song.

60

3rd

4.09

Salesgenie.com

Salesgenie.com helps sales success.

30

1st

4.05

Source: USA TODAY, February 2007

And, how did the (some of) the advertisers fair with regard to market share of web visits on Super Bowl Sunday... The advertiser websites with the largest increases in market share of visits on Super Bowl Sunday versus Feb 3, 2007 were:

Super Bowl Advertiser Websites Ranked by Change in Market Share of Visits, Feb. 4, 2007 vs. Feb. 3, 2007

Advertiser/Product

Domain

Change in Market Share

King Pharmaceuticals/AHA

www.beatyourrisk.com

1727%

Budweiser

www.bud.tv

1401%

Salesgenie.com

www.salesgenie.com

534%

Pepsi

www.pepsi.com

374%

Snickers

www.snickers.com

234%

Bud Light

www.budlight.com

195%

Go Daddy

www.godaddy.com

74%

Doritos

www.crashthesuperbowl.com

69%

Van Heusen / IZOD

www.pvh.com

66%

Budweiser

www.budweiser.com

56%

Garmin

www.garmin.com

44%

Hannibal Rising

www.hannibalrising.com

35%

Emerald Nuts

www.emeraldnuts.com

33%

Taco Bell

www.tacobell.com

29%

Career Builder

www.careerbuilder.com

25%

Source: Hitwise

Note - the data is based on the daily market share of visits, which is the percentage of traffic, comparing February 4, 2007 visits versus February 3, 2007 visits among all US Internet users from the Hitwise sample of 10 million US Internet users

Please go here to view each of the ads individually

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