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WOMMA Super Bowl Analysis


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Presented by Brian Cavoli at the WOMMA Research Summit

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WOMMA Super Bowl Analysis

  1. 1. December 6, 2007 Visibility vs. Surprise Which Drives the Greatest Discussion of Super Bowl Ads?
  2. 2. About This Research <ul><li>December issue of “Journal of Advertising Research” from the ARF </li></ul><ul><li>“ Measuring Word of Mouth Vol. 3” from the Word of Mouth Marketing Association </li></ul><ul><li>November issue of Media Magazine </li></ul>Preview of our new Super Bowl Ad Audience Impact report package Featured In:
  3. 3. Our Methodology <ul><li>Tracked all advertisers in the 2007 Super Bowl in Orchestra platform </li></ul><ul><ul><li>Aggregated, classified and analyzed over 42,000 mentions of these advertisers across internet news sites, TV broadcasts and social media </li></ul></ul><ul><li>Applied 3 indices to gain a complete picture of an ads effectiveness </li></ul>Index Description Index of 100 Polarity Measures how strongly people feel about the ad The average polarity across all advertisers Favorability Represents how many stories expressed a positive opinion of the ad Equal amount of positive and negative opinions Volume Measures the volume of traditional and social media coverage compared to the media of all advertisers The average volume of all advertisers
  4. 4. #1 Quality Alone Can’t Generate Coverage <ul><li>Ranked #3 across the five top viewer rating websites </li></ul><ul><ul><li>AdBowl, Spotbowl, AOL, USA Today, Tivo </li></ul></ul><ul><li>8 th most talked about after the game </li></ul><ul><ul><li>Generated only 4% share of voice </li></ul></ul>Post Game Social Media Top 10 Advertisers
  5. 5. #2 Post Game Coverage is Short Lived <ul><li>Coverage drop very quickly after the game </li></ul><ul><li>The remaining coverage winds down over the weekend </li></ul><ul><li>The 3 days following the game represent 78% of all post-game volume </li></ul>Rate of Decline in Post-Game Coverage and Discussion 78% of all post game volume
  6. 6. #3 Post-Game Coverage Can Be Hijacked by Controversy <ul><li>In 2007, controversial ads from three companies generated 26% of all post game volume </li></ul><ul><ul><li>Nationwide </li></ul></ul><ul><ul><li>General Motors </li></ul></ul><ul><ul><li>Snickers </li></ul></ul>Controversial Ads Generate 26% of Total Volume
  7. 7. The Importance of Announcing Early <ul><li>Advertisers classified into 4 groups based on when they announced their ad </li></ul><ul><li>Aggressive early promotion correlates to higher levels of total media coverage and consumer discussion volume </li></ul>Advertiser Announcement Timeline Play-Action Advertisers Pre Game Warmup Brands Kickoff Squad Bench Players Prior to 1/14 1/15 – 1/28 1/29 – 2/3 Not Announced Budweiser Career Builder FedEx Doritos GM Chevrolet GoDaddy Emerald Nuts Honda Nationwide Snickers Taco Bell Toyota Coca Cola Garmin King Phama Sales Genie Sprint Snapple Blockbuster Flomax eTrade Footlocker Ghost Rider Hannibal Rising HP iZod LG Lionsgate Revlon Sierra Mist United Way Van Heusen Pizza Hut Prudential Schick Meet Robinsons T Mobile Wild Hogs Volume Index: 203 Volume Index: 176 Volume Index: 18 Volume Index: 17
  8. 8. Early Announcements Drive Greater Levels of Coverage
  9. 9. Early Announcers Drive 2X More Coverage <ul><li>The earliest group of announcers had a volume index of 203 </li></ul><ul><li>10X more than those that did not announce before the game </li></ul>Volume Index Prior to 1/14 1/15 to 1/28 1/29 to 2/3 Not Announced Ad Announcement Time Period: Volume Index By Announcement Group Advertiser Average
  10. 10. Traditional & Social Media Play Complementary Roles <ul><li>Traditional media coverage was higher before the game than after </li></ul><ul><ul><li>54% of all coverage occurred before the game began </li></ul></ul><ul><li>Social media was quiet before the game but spiked when the game began </li></ul><ul><ul><li>76% of discussions were after the game </li></ul></ul>
  11. 11. Pre-Game Coverage Sets Up Post-Game Discussion <ul><li>The top 6 pre-game advertisers finished in the top 10 in post-game discussion </li></ul>Pre-Game Post-Game Discussion
  12. 12. Case Study: Doritos Rewrote the Rules <ul><li>The campaign was announced in September 2006 </li></ul><ul><ul><li>Website voting was conducted in January </li></ul></ul><ul><ul><li>The winning ad was broadcast during the game on Feb 4 </li></ul></ul>Contest Announced Submissions Opened Sept Oct Nov Dec Jan Submissions Closed Finalists Selected Website Voting Feb Winning Ad Aired “ Live the Flavor”
  13. 13. Strong Volume Before and After the Game <ul><li>Doritos gained an advantage by announcing their campaign months before the game </li></ul><ul><ul><li>Had much of the early Super Bowl ad-related media coverage and social media discussion all to themselves </li></ul></ul><ul><ul><li>Doritos led all companies in volume of coverage during the first two weeks of January – Dropped out of top spot only after the Nationwide controversy </li></ul></ul>Doritos Pre-Game Coverage Primed the Pump for Post-Game Coverage
  14. 14. Volume Index Exceeds Advertiser Average <ul><li>Doritos volume far exceeds advertiser average – especially in traditional media before the game </li></ul><ul><li>Demonstrates a significant level of interest in this initiative </li></ul>Advertiser Average
  15. 15. Polarity Index Indicates Balanced Discussions <ul><li>Doritos polarity is close to average - indicates that opinions were balanced and consistent </li></ul><ul><li>By its nature, social media tends to be more volatile </li></ul>Advertiser Average
  16. 16. Favorability Index is Extremely Positive <ul><li>Favorability towards Doritos was extremely positive </li></ul><ul><li>Most pronounced before the game and in social media </li></ul>Balanced Coverage
  17. 17. Conclusion: Doritos was the 2007 Super Bowl MVP <ul><li>Doritos combined three elements to achieve this success </li></ul><ul><ul><li>Included viewers in the ad creation and selection </li></ul></ul><ul><ul><li>Great creative </li></ul></ul><ul><ul><li>Released ad publicly before the game </li></ul></ul>
  18. 18. Chevrolet’s “User-Generated” Contest Falls Short <ul><li>Ran a similar ad creation contest as Doritos, but entries limited to college students </li></ul><ul><li>Students submitted storyboard, and Chevy produced the ad </li></ul><ul><li>Announced early (9/06) </li></ul><ul><ul><li>Release ad the day before the game </li></ul></ul><ul><li>Generated strong media coverage </li></ul><ul><ul><li>5 th most coverage before the game </li></ul></ul><ul><ul><li>7 th most coverage after </li></ul></ul>
  19. 19. Nationwide Releases Ad Early and Dominates Coverage <ul><li>Announced early (1/17) and made the ad available on their site before the game </li></ul><ul><li>Sparked complaint from restaurant workers association </li></ul><ul><li>Led all companies in pre-game coverage </li></ul><ul><ul><li>26% SOV </li></ul></ul><ul><li>Finished 5 th after the game </li></ul><ul><ul><li>Ahead of larger brand like Blockbuster, Chevy and Coca-Cola </li></ul></ul>The ad &quot;would give the impression that working in a restaurant is demeaning and unpleasant.&quot; - National Restaurant Association “ Kevin Federline RollinVIP” Ad
  20. 20. Releasing Ad Before the Game Generates 5X Coverage <ul><li>Advertisers revealing their ad more than a week before the game generated an average post-game volume up to 5 times greater than the 20 companies that only announced their participation </li></ul>Volume Index of Post-Game Media Coverage and Social Media Discussions Volume Index
  21. 21. How the 2008 Game is Shaping Up <ul><li>Doritos has another “user-generated” contest – this time its for a song to be aired during their ad </li></ul><ul><li>NFL is letting viewers vote for their favorite NFL player story to be made into an ad </li></ul><ul><li>GoDaddy CEO Bob Parsons doesn’t think pre-game promotion pays off because… </li></ul><ul><ul><li>“ people are going to watch anyhow” </li></ul></ul>SUPER AD
  22. 22. Follow the Play-by-Play on Our Super Bowl Blog
  23. 23. Cymfony’s Super Bowl Ad Audience Impact report <ul><li>This report will answer these questions: </li></ul><ul><ul><li>How much coverage is each advertiser generating? </li></ul></ul><ul><ul><li>Which ads are consumers discussing online? </li></ul></ul><ul><ul><li>What is the quality and tone of the coverage? </li></ul></ul><ul><ul><li>How does this impact engagement with the brand? </li></ul></ul><ul><ul><li>How are promotional strategies influencing coverage? </li></ul></ul><ul><li>Report package includes </li></ul><ul><ul><li>Weekly Pre-Game Warm-up Reports </li></ul></ul><ul><ul><li>Post-Game Press Conference </li></ul></ul><ul><ul><li>2008 Season Review </li></ul></ul><ul><li>Provides quantitative and qualitative evaluation of the media coverage and consumer discussion in social media for all Super Bowl advertisers </li></ul>
  24. 24. Overview of Coverage
  25. 25. Weekly Trend Analysis
  26. 26. Summary of Discussion Drivers
  27. 27. Indices for Volume Polarity and Favorability