Each year, the Super Bowl attracts a significant audience that is not limited to any one specific demographic. As a result of its vast reach, it has become a very attractive and expensive opportunity for companies to market their product(s). Based upon this significant investment (approximately 4 million dollars per 30 second in-game spot), and the importance of its return, Compete conducted a top-line analysis to measure the impact the advertising has on visitation to each advertised company’s brand site.
The analysis leverages Compete’s industry leading two million member internet panel that is normalized to be representative of US internet browser population. To be included in the analysis, the company must have advertised during the game and must have a measurable online presence. For example, Chevrolet was not included because it advertised only during the pre-game show, while Doritos was not included because of low visitation to its corporate site fritolay.com.
The following data are based upon Compete’s Online Daily Reach metric which measures how many people visit a website as a percentage of all U.S. Internet users on a particular day.
- Based upon last year’s success of a few advertisers pre-releasing ads (most notably, Honda’s CR-V ad), the majority of in-game advertisers created pre-game buzz this year with promotions and YouTube pre-releases
- These efforts had a direct impact not only on advertisers Daily Reach (due to limited competitive interference), but also on the length of elevated site visitation
- Despite the focus on the pre-game buzz, the greatest single-day spikes in Daily Reach still belonged to Super Bowl Sunday and the following Monday (February 3rd and 4th)
- Lastly, the Super Bowl belonged to Autos as the advertised Auto OEM Brands collectively had a greater spike in Daily Reach than Non-Auto Brands
- Chrysler (Jeep/Ram) – the wait was worth it. Daily Reach to both Jeep.com and Ramtrucks.com spiked on Monday, weakening the impact of other in-game ads by rivals
- Axe – if it wasn’t for Chrysler, “Nothing would beat an Astronaut”. Theaxeeffect.com was the only advertiser to match its in-game impact with its pre-game buzz
- Toyota/Blackberry/Hyundai/Lincoln – each brand benefited by a lack of rival interference by having notable spikes in Daily Reach from their pre-game releases
- VW – though not apparent in the supporting charts, vw.com had a steady increase in Daily Reach beginning on 1/28 through Super Bowl Sunday (2/3) that consistently exceeded all advertised rivals with the exception of Toyota.com
As both advertised and non-advertised companies seek to calculate the ROI of Super Bowl advertising, they need to go beyond branded site visitation. Areas of additional competitive investigation should be social media impact (based upon referral volume), site engagement (based upon shopping tool usage), and search effectiveness (based upon paid and unpaid capture rates of branded terms). As a result of our ability to leverage the industry’s leading two million member internet panel, Compete has the unique ability to quantify brand success in these areas and to provide holistic insights for the ROI of each campaign.
Tom Lucido is the Director of Client Services at Millward Brown Digital. He is a graduate of the MA program at Wayne State University in Industrial Organizational Psychology. Connect with Tom on LinkedIn