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Super Bowl XLV Advertising Report
 

Super Bowl XLV Advertising Report

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The Super Bowl might be the world’s greatest match of football titans with one of the world’s largest audiences, topping out at around 111 million tuning in for the game. But only slightly half of ...

The Super Bowl might be the world’s greatest match of football titans with one of the world’s largest audiences, topping out at around 111 million tuning in for the game. But only slightly half of the audience is there to watch the actual football game according to a new report from Lightspeed Research

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    Super Bowl XLV Advertising Report Super Bowl XLV Advertising Report Document Transcript

    • NETWORKED INSIGHTSA Measure the Social Report Fueling Intelligent Brands
    • The first super, Super Bowl ad Share of ConversationThe kingpin who started the advertising revolution onthe Super Bowl was none other than Apple – with their“1984″ ad that launched the Macintosh computer. Chrysler 13.9They reportedly got $150 million dollars in mediavalue from that one Super Bowl spot because of the Volkswagen 13.5commentary on ABC, CBS, NBC, BBC and others. Doritos 10.9 Anheuser-Bush 7.3 Best Buy 6.9Who’s super-sizing their 0 3 6 9 12 14 Social media engagement around all 2011social lift this year?The Super Bowl might be the world’s greatest match Super Bowl ads and brands (measuredof football titans with one of the world’s largest 2/6 and 2/7/11).audiences, topping out at around 111 million tuningin for the game. But only slightly half of the audienceis there to watch the actual football game according toa new report from Lightspeed Research who surveyedover 2000 Americans online and found that nearly asmany viewers were interested in the advertising asthey were in the football.A very simple way to view the contest is, basically, as ashouting match. The chart at right shows who won thebattle in terms of mentions after the ads were aired.This is a reasonable place to start, but offers limitedvalue if you stop there. Email: info@networkedinsights.com Phone: 608.237.1867 www.networkedinsights.com © 2011, Networked Insights, Inc. 2
    • Top Receivers of Social Lift Teleflora 4.48And the winner is… Skechers 4.34So, for our third year running, we set out on a quest Volkswagen 4.28to declare a winner of the Super Bowl by determiningwhich brand got the most media value (what we term Bridgestone 3.71Social Lift) from their advertising. Brisk 3.49We are defining this Social Lift as the increase in CareerBuilder 3.42buzz from a baseline we took before the Super Bowl CarMax 3.24(Jan 1 to Feb 4) compared to Super Bowl and directly Snickers 3.52after the game (Feb 6 and 7). And the other dimen-sion we measured was the efficiency of spend, which Chrysler 2.03is the total media value divided by the estimated Best Buy 1.82spend on the ads. The numbers were averaged tocreate an index. So a “2″ is twice as efficient in 0 1 2 3 4creating social lift per dollar spent as the average Averagead in Super Bowl 2011. Social media engagement around Super Bowl ads and brands.And this year’s winner is …Teleflora!This is their third “Insighty” in as many years. Email: info@networkedinsights.com Phone: 608.237.1867 www.networkedinsights.com © 2011, Networked Insights, Inc. 3
    • Efficiency• Like any good mix of paid, earned, and owned assets — which is the secret to maximizing efficiency of media spend — Teleflora placed only one ad, but leveraged social conversation around that to achieve the highest efficiency of spend.• In contrast, Chrysler had the highest social lift — 377% compared to Teleflora’s lift of 178% — but they Sentiment of Top 10 Ads had to spend a lot more to get it, which still places them a respectable ninth in the efficiency field. In these days of carefully watched budgets and increasing marketing Volkswagen expectations, efficiency is the name of the game. Bridgestone Teleflora CareerBuilder SnickersSentiment• Sentiment is always a factor, and Teleflora did well with Skechers 79% of comments positive. The negative 7% focused Brisk mostly on the edgy remark about the “nice rack” of the CarMax engineer’s girlfriend. Chrysler Best Buy• Best sentiment: Volkswagen had the highest positive 0 20 40 60 80 100 sentiment at 89%. They also ranked third in both social Sentiment around the top 2011 Super Bowl ads lift and efficiency. and brands (measured 2/6 and 2/7/11).• Bailout fallout: Chrysler had the highest negative sentiment of the top 10 — tied with Best Buy at 19%. Most of that focused on griping about the auto bailout and the cost of a Super Bowl ad.Questions about this report? Want a free consult onhow social data can improve your media planning andEmail: info@networkedinsights.comother marketing? Contact us.Phone: 608.237.1867www.networkedinsights.com Email: info@networkedinsights.com Phone: 608.237.1867 www.networkedinsights.com © 2011, Networked Insights, Inc. 4