|
Most Talked About Advertisers |
|
Advertiser |
Volume Index |
|
Transformers: Revenge of the Fallen |
737 |
|
Star Trek |
500 |
|
Anheuser-Busch |
476 |
|
GI Joe: Rise of Cobra |
455 |
|
Doritos |
387 |
|
Pepsi |
309 |
|
Land of the Lost |
261 |
|
Fast and Furious |
221 |
|
Coca Cola |
215 |
|
Hulu |
198 |
|
Source: TNS Cymfony, February 2009
Volume index represents the amount of discussion for each advertiser, relative to the median amount of discussion for all Super Bowl advertisers. E.g. Transformers received more than seven times the amount of discussion of the average advertiser. |
While Doritos may have won the Super Bowl ad voting on USAToday, Anheuser-Busch bested all non-movie advertisers in the amount of discussion generated by their ads. The advertisers that didn't make the most-discussed list included E-Trade "Talking Baby" and Audi "Chase."
Jim Nail, Chief Marketing Officer of TNS Cymfony, said "This year, viewers engaged with ads about entertainment and affordable indulgences... Financial services and automobiles are not on consumers minds, so their ads... popular in past years... didn't resonate this year."
Viewing behavior during the game and the commercial breaks yielded the following highlights based on clickstream data collected from over 300,000 Households:
- On average, 29.8% of HH's tuned into the game itself. The pre-game show averaged a 22% rating while over 23.4% of homes viewed at least one second of the post-game award presentation
- 5.3% of HH's viewed the game on NBC-HD, representing close to 11% of the total audience
- Few viewers tuned away from the commercial breaks during the game with the spot-to-program retention index averaging 100 (CVI). The highest commercial retention score went to the promotional ad marketing various USA network programs, which posted a 121 in the spot just after the game ended. During the post-game as viewing dropped from a rating of 32.l% to 23.4%, the commercial retention remained constant. The last pod, airing prior to The Office, averaged a CVI retention score of 95
- A second-by-second look at commercial avoidance reveals that about 1% of commercial seconds were avoided by channel changing
- The NBC-HD audience was even less likely to tune away, with only 0.8% percent of those seconds being lost, perhaps reflecting the fact that almost all of the Super Bowl advertising was presented in high definition.
|
Top Gaining Advertiser Web Sites |
|
Web site |
Reach Increase on Super Bowl Day |
|
Dennys.com |
1679% |
|
Cheetos.com |
313% |
|
Budweiser.com |
148% |
|
Gatorade.com |
143% |
|
Budlight.com |
104% |
|
Godaddy.com |
103% |
|
Hyundaiusa.com |
78% |
|
Hulu.com |
76% |
|
Bridgestonetire.com |
69% |
|
Teleflora.com |
65% |
|
Source: TNS Compete, February 2009
Reach Change represents the change in daily reach to the Web site from the average during the week preceding the Super Bowl. Eg.Dennys.com reach on the day of the Super Bowl was nearly 17 times higher than during the week leading up to the game. |
Matthew Pace, Director of Retail at TNS Compete, concludes that "... some of the most talked about advertisers (are) at the top of the pack in terms of site traffic on Super Bowl Sunday... a strong call to action alone is not enough to engage consumers... (one) needs... (a message) that resonates with the consumers you are trying to target, like a free breakfast."
The above was taken from the Center For Media Research Brief entitled "Fini: SuperBowl Wrap"