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  1. 1. YMARKETINGSUPER BOWL SOCIAL BRANDSCOREBOARD REPORTMeasuring the Digital Impact of 2011 Super Bowl XLV Adson Social Media, Brand Awareness and Consumer Interest 1
  2. 2. The Project Overview and background on this report 2
  3. 3. About the Super Bowl Super Bowl I 1967 Super Bowl XLV 2011 • The Super Bowl is the championship game of the National Football League (NFL), the highest level of professional American football in the United States. • The game was created as part of a merger agreement between the NFL and its then-rival league, the American Football League (AFL). • It was agreed that the two leagues champion teams would play in an AFL–NFL World Championship Game until the merger was to officially begin in 1970. • "Super Bowl Sunday" is the second-largest day for U.S. food consumption, after Thanksgiving Day. • Super Bowl XLV became the most-watched U.S. television program in history, drawing an average audience of 111 million viewers and taking over the spot held by the previous years Super Bowl XLIV, which took the 28-year reign from the final episode of M*A*S*H.) • Still, as we were reminded by a comment on our Super Bowl guest blog with HubSpot, the worldwide king of TV ratings is still the original „football‟, as the 2010 World Cup was viewed by 700 million sports fans 3
  4. 4. The Commercials• Prices for advertising space can typically cost millions of dollars; 30 seconds of advertising time during the 2010 telecast was $2.6 Million, and rose to $3.0 million in 2011• There is concern about the viewing of commercials with the use of DVRs, however TiVo reports that viewers pause and rewind back to previous commercials that they enjoy Cost of Super Bowl Ad ($US) 4
  5. 5. About this Project• We love reading and watching Ad Critics, especially for the Super Bowl• But we believe that while a professional ad critic ranking is important, in today‟s world of social media and user generated content the public consumer might just be the best judge of an ad‟s effectiveness • Stopping with just an ad critic ranking would be akin to having the Meet the Press panel elect our new U.S. President … why not let the people decide?• We set out to measure key social media benchmarks and attempt to show “lift” per company and brand following their Super Bowl Commercial(s) 5
  6. 6. Ad Critics & Panels• Despite the fact we wanted to bring some objectivity to the subjective process of ranking or scoring Super Bowl ads, we really are fans of the traditional ad critic and panels and think many of them do an outstanding job.• By no means are we trying to replace these processes, rather we‟re trying to add to them in hopes that combined these various measurements can help advertisers become better at connecting with consumers• Among our favorites are USA Today‟s Ad Meter, AdBowl, Ace Metrix‟s Ad Effectiveness Score, Media Curves Super Bowl Ad Test, People TV Ad Critic and a host of user-rated pages including YouTube‟s AdBlitz, MSN Fox Sports Best & Worst and the Hulu AdZone 6
  7. 7. Other Related Super Bowl Ad Reports• In addition to the traditional subjective Super Bowl ad critic and panel rankings there are several reports that rated this year‟s Super Bowl XLV commercials on various modern Web 2.0 social and buzz measurements• In addition to reading our findings in this report, some earned media studies that may be of interest include: • Kantar Video Super Bowl Ad Rankings: Earned Media • Forbes “Most Buzzed” Super Bowl XLV Commercials • University of Georgia Terry College of Business Tweet Emotion Report 7
  8. 8. Measurements• This being our first year tracking this project, we weren‟t sure what we were looking for so we captured more KPIs than were actually useful in the end, 21 in all• We also used several different tools to help pull this data, but ultimately our favorite tools for this project were in fact the free ones such as Topsy, TweetVolume, Social Mention, and the various search results from Google and YouTube• In the end, the most important KPIs we seemed to gravitate towards during analysis were the ones that are easiest to track and define • Facebook Likes/Fans • Twitter Followers and Mentions • YouTube Views and Ratings • Social Bookmarks • Social Mention Reach, Passion & Frequency 8
  9. 9. Missing Data• Another rookie mistake, we failed to capture all the brands that were advertising in the Super Bowl BEFORE the game. In our defense, most of the pre-game ad previews went off the same information and most missed on the same advertisers we did• With the late jockeying, including Pizza Hut‟s last second opt-out of the “in game” ads for pre-game only, a few key benchmarks were never captured• Among the brands we failed to catch baseline metrics on were Suzuki, Verizon Wireless, Motorola, Sealy and Chevy• Chevy was hands-down the biggest advertiser in this year‟s game, with 12 ads 9
  10. 10. Controversy – Is all Publicity Good?• Groupon • “Managed to attract the scorn of customers, brand experts and even some Chinese residents with a pair of ads that seemed to make light of the fraught political situation in Tibet and +141% increase in Total YouTube Views deforestation in Brazil.” - MSNBC• HomeAway • “ CEO says company will remove ad from its website and apologized, +167% increase in YouTube Channel Views saying the company "failed to understand the reality" of families dealing with serious injuries to children.” - Brandweek 10
  11. 11. Celebrities Ruled the Air in 2011Who would have imagined, Ozzy andJustin Bieber in the same ad? Best Buycertainly made sure it bridged the agedemo gap. 11
  12. 12. The Pre-Game Baseline stats and intel 12
  13. 13. (Pre) Facebook Top 10 Many of the advertisers come with a mammoth social media presence. For example, the Top 10 have a range from over 22 million to a 317,000. That‟s quite a spread, but then if you look at the bottom ten, you have companies thatIt’s NOT a Level Playing Field have not even broken the thousand mark 13
  14. 14. (Pre) Facebook Bottom 10 Our assumption that brands would really push online and social calls to action was only partially true, as the Majority of ads seemed to be branding, with subtle mentions of Site URLs & social address URLs, but only a few really tried to promote social or online CTA. In fact, Coke never mentioned any URLs or social networks. The most aggressive with this tactic? PepsiMax, which touted Facebook, Lipton Brisk, Budweiser, Bud Light, SEUSA (Sony Android ad), CarMax,Room for improvement, and many did! E*Trade and Skechers.This is only how they looked going into the weekend. 14
  15. 15. (Pre) Social Mention Passion Top 10 Social Mention Passion is a measure of the likelihood that individuals talking about your brand will do so repeatedly. For example, if you have a small group of very passionate advocates who talk about your products or brand all the time you will have a higher Passion score.Quality vs. Quantity Conversely if every mention is written by a different author you will have a lower score. 15
  16. 16. (Pre) Social Mention Passion Bottom 10 If Passion is a measure of enthusiasts, brand evangelists and influencers as a function of total mentions, then it stands to reason that the larger the social following the harder it will be to find increasingly larger numbers of activists. This is evident in Coke‟s, Mars, Doritos and Bud Light‟s appearance here Quality vs. Quantity as they have high social followings. This metric should still be tracked to find outliers, like 20th Century Fox (now Fox Movies) 16
  17. 17. Half Time Quick Look Monday Morning Quarterback 17
  18. 18. (Half) Increase Facebook Likes/Fans When evaluating Facebook fan numbers, it‟s not exactly a level playing field. There are the giants of social media networking (Coca-Cola with more than 22 million fans and Disney with more than 16 million), and there are those that started the game with less than a thousand. But in the world of social media growth, it‟s all relative, so we looked at the companies that experienced the biggest percentage jump. The winner, scoring 7 touchdowns, was Pepsi Max. 18
  19. 19. (Half) Increase in Twitter Mentions For this snapshot, we give you a comparison of Twitter mentions two days before the Super Bowl and right after. The top 5 saw a high increase in Twitter activity (the Top 2 reaching 100% because they had no mentions on the Friday before). Of those that had previous Twitter activity, Pepsi-Co and Chrysler were big winners. 19
  20. 20. (Half) Social Mention Reach Top 5 Social Mention Reach demonstrates the growth among blogs, Q&A sites, Twitter, social bookmarking sites, images and news. All but 10 of the brands increased their reach. The number one brand that increased its reach was Bridgestone, and one has to wonder how much of their sponsorship of the half time show had to do with that. 20
  21. 21. (Half) Passion & Sentiment Top 5 When it comes to passion, most of the brands failed. Only 9 brands that advertised in the Super Bowl increased their level of passion. What does that say about their ads? Sentiment is evaluated by Social Mention in terms of three basic categories: positive, negative & neutral social media comments. This is shown as a ratio of positive mentions to those that are not. VW‟s Beetle had the highest ratio after the Super Bowl at 69:1. But when it comes to data, everything is relative. What happened to a brands social sentiment after they aired the ads? 21
  22. 22. The Post-Game Updated Social Metrics 22
  23. 23. (Post) Increase Facebook Likes/Fans Before the Super Bowl, there were some heavyweights in Facebook presence; Cola Coca-Cola with more than 22 million fans and Disney with more than 16 million. So when it comes to Facebook growth, it‟s relative. In terms of those companies that experienced the biggest percentage jump, the clear winners were PepsiMax and BMW. All other brands saw increases, but, nothing close to those two in terms of percentages. In terms of total numbers, Disney added another 119,000 fans Coca-Cola almost 85,000 and Pizza Hut more than 75,000. 23
  24. 24. (Post) Increase in Twitter Followers Twitter has surpassed the 190 million users mark and numbers of tweets during a day can surpass 50 million. What companies want out of Twitter are two things - more followers and more discussions about their brand (hopefully positive). Following the Super Bowl, 5 brands enjoyed double digit percentage growth of followers. They moved the ten yard line markers steadily. But one company threw for long gains and that was E*Trade, with a whopping 151% increase in followers. GoDaddy managed a sizable jump as well. 24
  25. 25. (Post) Twitter Total Mentions Top 10 Chatter was up dramatically Super Bowl Sunday. The Super Bowl caused many people to discuss these brands. To put the impact of Super Bowl more in perspective, here is a chart that shows the percent of Sunday Twitter mentions in relation to the overall mentions during that week. What this this is that of all the Twitter mentions that happened for the entire how, what percentage occurred on Super Sunday; the most direct measure of “real-time” brand interest lift we could find. You can see that the bulk of brand chatter happened during and after the Super Bowl. 25
  26. 26. (Post) Total YouTube Views Top 10 Of all the social media outlets, YouTube has one of the closest correlations to the Super Bowl broadcast itself because it allows for repeated video views, ratings, comments and sharing. Volkswagen‟s Little Darth Vader commercial had 20+ million views on YouTube, 18,250+ comments, and nearly 100,000 ratings (98% likes). Or put another way, if Volkswagen received 111,000,000 viewers of its 60-second ad on the Super Bowl and YouTube added another 20,000,000+ views then the measured Social Media “lift” in viewers on YouTube is at least 18%. Add to that the comments, ratings and other digital and social media avenues and the overall effectiveness of this ad becomes clearer. 26
  27. 27. The Brands A closer look at the top gainers in social media 27
  28. 28. GM/Chevy Goes With Quantity, Gets Quality YOUTUBE VIEWSPOSITION TITLE OF VIDEO (2/10) Total # of Super Total Super 1 Misunderstanding Cruze 354,483 2 Miss Evelyn Camaro 291,095 Bowl Spots 12 Bowl Budget $39m (estimated) 3 Als Chevy Dealership Camaro 252,409 Total Facebook Total Twitter 4 Facebook Status Cruze 290,483 Fan / Likes 595k Followers 37k 5 Tommy Silverado 195,892 6 Discovery Volt 175,918 YouTube Total YouTube Total 7 Glee See the USA 54,233 Views 9.2m Subscribers 6,246 8 Chevy Runs Deep 58,225 YouTube Total Tweet Volume 9 Socket Fuel - Volt 45,539 Super Bowl Ad 1.8m 38m 10 Remote Control Cruze 26,859 Views (2/10) 11 Glee Behind the Scenes 26,466 Topsy Twitter Topsy Twitter 12 Clean Energy Volt 12,921 Mentions (Past 9.1k Mentions (Past 1.8k Month) Week) Social Mention Social Mention Sentiment 49:1 Sentiment 9:1 Maximum (Cruze) Minimum (Volt) 28
  29. 29. Chevy Cruze RT Conversations 29
  30. 30. Chrysler’s Bold, Emotional Ad Connects • Chrysler ran a two-minute television commercial Feb. 6 during the third quarter • The company estimates that the 2-minute commercial is the longest in Super Bowl history and that it generated additional TV and radio coverage that reached as many as 200 million people within about 12 hours of airing, according to Chrysler • Chrysler brand traffic more than tripled in the hours after the commercial aired, said and Kelley Blue Book‟s • “It‟s generated a lot of conversation about the brand that hasn‟t been on a lot of people‟s radar screens for the past couple of years,” James Bell, an analyst with Kelley Blue Book • The Ad was for the new 200, which replaced the Sebring in Chrysler‟s lineup • “Now we have to transform the dealers‟ pride and confidence and momentum into sales,” Olivier Francois, head of the Chrysler brand, said today in an interview at the Chicago Auto Show. “It‟s a good start, there is interest, there is awareness, there is curiosity.” 30
  31. 31. Want more stats on a Specific Brand? For the sake of space and file size, we can‟t cover them all. But just drop us a line and we‟ll get you specific data. We‟ll also be releasing break-out insights via blogs and mini reports on various top brands from this year‟s Super Bowl Ads. Look for those throughout February. • • • • 31
  32. 32. APPENDIX - RANKINGS Other Super Bowl Ad Scores 32
  33. 33. USA Today Ad Meter • USA TODAYs Ad Meter tracks the second-by- second responses of a panel of viewers to ads during the Super Bowl and ranks them from best to worst. 33
  34. 34. YouTube AdBlitz 34
  35. 35. UGA Terry College Stratalyzer Survey • Researchers at UGAs Terry College of Business measured peoples emotional responses to TV ads that aired during the Super Bowl. • Twitter helped reveal how the ads made people feel. • The team analyzed nearly one million tweets on Super Bowl Sunday. •© 2011 and TipTop Technologies Incorporated. • A special software organize the posts into emotional categories such as happiness, love, surprise, hate and more. • The study shows that happiness and love were the most common emotions generated by the ads. • This type of instant feedback from Twitter‟s estimated 190+ million users could help companies fine- tune their ad campaigns. 35
  36. 36. UGA Terry College Survey (Cont’d) •© 2011 and TipTop Technologies Incorporated. 36
  37. 37. Kantar Video Super Bowl Ad Rankings • According to Kantar Video, in the 3 days after the Super Bowl aired, the top 10 ads earned over $1 million in online video impressions • Volkswagen‟s “The Force” campaign topped the list, earning the brand $538,000 • Their creative and viral strategy that launched the week prior to the Super Bowl generated heavy press coverage Other Notes • The Movie Trailers generated the most online views per video • Automotive ads had the most social activity of all ads, lead by the success of VW‟s “The Force” and Chrysler‟s “Imported From Detroit” • Ads placed in the 2nd Quarter captured more online viewing attention than other positions, whileB58574C46A2B/46668/kantarvideo_pressrelease_superbowl_feb11_guid3deee.pdf?pageContent_PressRelease halftime slots produced the fewest 37
  38. 38. Media Curves Super Bowl Ad Test Methodology • During the game, the Super Bowl ads were inserted into an on-line survey and sent to thousands of study participants. • Participants answered questions regarding their perceptions of the ads using various parameters, including breakthrough, emotion, memorability and involvement. • They also utilized an on-line dial testing system to indicate their levels of interest as they watched the ads. • The interest levels were analyzed in the form of curves to determine which commercials had the highest sustained levels of interest. • The curves were used as part of a metric to calculate and rank the advertisements. • The metric also includes a measurement for emotions and an index for “word of mouth” impact of the ads 38
  39. 39. Ace Metrix Super Bowl Ad Effectiveness Methodology • Ace Verbatims gives marketers direct consumer Top 5 Ace Metrix Scores feedback on both their & their competitors ads • This un-edited, un-paraphrased feedback allows marketers to get a deeper understanding of the numbers, thoughts, and opinions that influence the effectiveness of their creative • Ace Metrix sorts results by Brand, Score or Category • Looking at just the Automotive Category (OEMs and Services), Ace measured the following top scores: Rank Brand Ad Title Ace Score 1 Bridgestone Carma 618 2 VW The Force 603 3 Chevy Miss Evelyn 602 4 Chevy Discovery 602 5 Kia One Epic Ride 595 39
  40. 40. APPENDIX - FACEBOOK General Information 40
  41. 41. – 134MM unique visitors monthly (thru 12/10) – 279% YoY growth from 2008 • 126% YoY growth from 2009 41
  42. 42. Facebook – Not a Fad, a Way of Life • Facebook… – 700+ billion minutes per month spent on Facebook – 50% of active users log on daily – Average user • Has 130 friends on the site (up from 120 in 2009) • Creates 90 pieces of content each month – More than 1.5 million pieces of content are shared on Facebook…daily (web links, news stories, blog posts, notes, photos, videos, etc.) – Two-thirds of comScore‟s U.S. Top 100 websites and half of comScore‟s Global Top 100 websites have integrated with Facebook – …It’s BIG. Put another way, if Facebook were a country… 42
  43. 43. 43 If Facebook were a country… #3 - Facebook 500 million+#4 - USA308 million #1 - China 1.3 billion #2 - India 1.18 billion #5 - Indonesia #6 - Brazil 231 million 192 million 43
  44. 44. Social Media is Here to StayTAKEAWAY• Act more like Dale Carnegie, less like David Ogilvy – Listening first – Selling second... • Act more like party planners, aggregators, content providers than traditional advertisers 44
  45. 45. Social Media is Here to StayNOTE• The Faceboook Movie opened 10/1/10 (DVD 1/11/11) – Based on best-selling book „The Accidental Billionaires‟, by Ben Mezrich – „The Social Network‟ chronicles the start- up of Facebook and its founder Mark Zuckerberg. • – $22 million opening weekend – $95+ million U.S> total – 8 Oscar Nominations 45
  46. 46. Contact Information -Digital Agency ymarketing•••• 46