The Super Bowl is over, and the stats about the commercials are pouring in. Which ads were most effective? Which were shared the most? Which brands integrated social media mentions into their commercials? The following article rounds up and distills the research surrounding the performance of the Super Bowl commercials.
First off, a look at the most effective ads, as reported by Ace Metrix. To arrive at its rankings, Ace Metrix surveyed 500 consumers who watched and scored each ad across a variety of standardized metrics. According to this analysis, Budweiser scored the most effective commercial of the game, with its “Brotherhood” ad fetching an Ace Score of 665, slightly below last year’s high score of 671 (by Doritos and M&Ms). Following Budweiser, American Dairy Association also performed well with its “Morning Run” ad (644), which slightly beat out Coca-Cola’s “Security Camera” (641). Rounding out the top 5 most effective ads were Doritos’ “Goat 4 Sale” and Mercedes-Benz’s “Soul,” both with a score of 626.
On the other end of the spectrum, the least effective ads of the Super Bowl belonged to Calvin Klein’s “Concept” (362), with GoDaddy.com occupying the other bottom 2 spots (“Perfect Match” – 413, and “YourBigIdea.CO – 452).
The Ace Metrix scores reflect the persuasive nature of the commercial (through desire, relevance, information, attention, change, and likability) and its watchability. Combined, the overall effectiveness score is designed to understand how a commercial fared from the twin angles of voluntary consumer consumption and the business goal of the advertiser.
So what about that business goal? According to survey results from RadiumOne (reported by Adotas), 45% of respondents indicated they would research a brand based on the Super Bowl ads. Notably, those respondents recalled best the commercials for Volkswagen, Kia, and Hyundai.
The RadiumOne results also suggest that one-third of Super Bowl viewers posted on social networks about the spots.
The following is a list of research about the social side of the Super Bowl.
• Based on an analysis of more than 24 million real-time social media conversations across Twitter, Facebook, blogs and forums for the duration of the Super Bowl, Networked Insights determines that while GoDaddy.com’s “Perfect Match” had the most volume of conversations (255,121), it’s net sentiment was the worst (-11%). Net sentiment, which measures positive or negative change in attitude, was highest for Tide’s “Miracle Stain,” at 59%.
• Also per Networked Insights, the most-tweeted hashtag from a Super Bowl commercial was Budweiser’s #Clydesdales.
• Budweiser didn’t have much competition in the social integration game. ExactTarget finds that of the 83 non-CBS/NFL commercials that ran during the game (limited to the author’s market – Cleveland), just 53% included URLs, 33% included a hashtag, and only 14% included a Facebook CTA.
• MarketingLand.com also released a study of social mentions in Super Bowl ads, finding that of the 52 national TV spots, Twitter was mentioned in exactly half, while Facebook was included in only 4, and Google+ was not featured at all.
• Analyst Jeremiah Owyang also took a look at Super Bowl ad tech integration, finding that 75% of the ads integrated social, mobile, hashtags, or applications, up 7% points from last year. This year, 46% mentioned a corporate URL or microsite (down 8% points), 38% included a hashtag (up 31% points), and only 7% mentioned Facebook (down 4% points). Takeaways from these 3 pieces of research: there was room for more integration; Twitter did well; Facebook did not.
• Trendrr data reveals that total social activity surrounding the Super Bowl was 3 times higher than last year, with that activity skewing male (56%) and on mobiles rather than the web (88% vs. 12%).
• Twitter notes that there was 24.1 million tweets about the game and halftime show, excluding the ads, while SocialGuide measured 26.1 million (per SocialTimes).
• An analysis by Whispr Group (reported by Mashable) counted 20.9 million Super Bowl-related tweets during the game, of which close to 3 in 10 were related to the commercials. Much like Networked Insights found, while the GoDaddy.com commercial attracted the highest volume of tweets, only 14% of its tweets were positive. That’s extremely low considering the next-lowest share of positive sentiment belonged to Calvin Klein, at 60%. The brand with the highest share of positive Twitter sentiment was Tide (86%).
• DataSift also analyzed Twitter activity around the ads, looking at share of conversation weighted by sentiment. In this measure, Budweiser won (13.9% share), edging out Chrysler (13.8%).
• An article by AdWeek using data from Twitter, Facebook, Google+, WordPress and YouTube collected by Attensity Media suggests that Doritos was the most mentioned brand overall in social media, ahead of Audi and Calvin Klein.
• Budweiser’s popular Clydesdales ad drew more than 1.9 million shares in just 5 days, making it the third-most popular Super Bowl ad ever and the 15th most shared ad ever, according to Unruly Media.
Believe it or not, there was also some research that wasn’t strictly about social media! The following is a (much shorter) list highlighting some of the more interesting non-social-related findings.
• Aligning with the Ace Metrix research, a poll from USA TODAY found that Budweiser scored the top ad of the Super Bowl, just ahead of Tide.
• Audi was the brand experiencing the most lift during the game, per AddThis data reported by Adotas.
• Some brands weren’t ready to handle the spike in traffic from their ads. Yottaa finds that 13 brand websites crashed during the Super Bowl, including Coke (92% uptime for the night) and SodaStream. Ouch.
• Google reports that the top trending search during the game was M&M’S. The most searched for ads on YouTube were from M&Ms, Mercedes-Benz, Disney’s “Oz Great and Powerful,” Lincoln, and Audi. Ads (including teasers) related to the game were viewed more than 66 million times on YouTube prior to Super Bowl Sunday.
• The ad that saw the most mobile engagement was Jack in the Box’s ad with Shazaam, according to Velti, and reported by Mobile Marketing Watch.