Super Bowl Ad Effectiveness: Who Scored with Viewers?
Written by Matt Pace (contact - e-mail) -- February 6th, 2009 |
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At roughly $3 million a spot, this year’s crop of Super Bowl advertisers relied heavily on humor, feel-good messaging and timely promotions to stand out in this time of economic uncertainty. One measure of the cross-channel effectiveness of these advertisements is the degree to which they drove consumers to the brands’ websites on the day of the game. Here’s how Super Bowl advertisers ranked based on the change in Daily Reach on Super Bowl Sunday.
Highlights
- Denny’s Grand Slam breakfast giveaway scored with Super Bowl viewers. Traffic to Dennys.com soared 17 fold as consumers flocked to find details of the promotion and find directions to their nearest restaurant.
- Pepsi came out ahead in the cola wars, at least online. While Coke’s feel-good ads were generally well received, these “branding” spots lacked any clear call to action. Pepsi, on the other hand included a plug for its newly launched social-media micro site, refresheverything.com, which saw a 199% jump in visitors on the day of the game.
- Anheuser-Busch, a Super Bowl staple on multiple levels, fared well, particularly Bud Light with its “Drinkability” campaign. Both budlight.com and budwiser.com more than doubled their reach on Sunday, no doubt in part due to consumers looking to replay their favorite commercials.
- Service-based advertisers such as Monster, CareerBuilder, Cars.com and E-trade actually saw notable declines in site reach on the day of the game. Aside from branding, from a direct response respective these spots were targeted only at a subset of the viewing audience that is currently “in-market” for a new career, vehicle or investment account.
TNS Media has prepared a research brief on the impact of this year’s Super Bowl advertising, which is available for download here. The brief pulls together insights from Compete as well as TNS Cymfony, TNS Media Intelligence and TNS Media Research and includes both traditional and new media data sources.
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February 6th, 2009 at 7:31 pm
Any idea what the effect was for Miller’s 1 second ad campaign? I’d imagine that had a huge online payoff.
February 7th, 2009 at 10:05 am
Considering the long lines outside Denny’s restaurants for the free breakfast, and teh resultant media coverage, can’t deny it was a big hit. Kindof just snowballed well beyond the ad.
February 7th, 2009 at 8:16 pm
Too bad the Denny’s site crashed during the Bowl. Really gotta see that coming and be ready for all the traffic.
February 8th, 2009 at 4:49 pm
Find out more about how companies identify effective ads, and see a list of the Top 5 commercials for this year’s Super Bowl at:
http://blogs.psychologytoday.com/blog/the-shrink-tank/200902/best-super-bowl-commercial-try-looking-it-up-in-your-gut
February 8th, 2009 at 10:03 pm
Interesting article. I was also trying to go to Vizio’s website during superbowl, and it seemed it had been overwhelmed by the traffic.
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