Winners and losers of the US Super Bowl
by Clare Harrison on 08/02/2012 08:31:32 in CorpComms Online | share me: del.icio.us | digg | reddit | Tweet
Research shows winning brands from the ad breaks
About the author:
Clare writes for CorpComms Mag, follow her tweets here @ClareJHarrison
As the most-watched television event in the world, The Super Bowl presents a unique annual opportunity for advertisers, and a heightened pressure to get it right in the advert break.
While much of the post-match analysis has centred on singer MIA's gesticulatory faux pas, Echo Research has attempted to come up with a winning brand from the ad break by looking at the real time reactions of consumers to the commercials.
The researchers looked at consumers' overall ratings for the adverts, the likelihood they would discuss the commercial after the game, the likelihood to purchase and the impact on company image. According to the Echo Research, the humorous Doritos advert 'Sling Baby' was ranked first for 'most likely to discuss after the game' and 'best overall rating'.
Other commercials that scored well with the panel of consumers included Honda CR-V's advert and Bud Light's 'Rescue Dog' commercial.
This year's Super Bowl was watched by 111.3 million viewers in the US and brands spent around $75 million (£47 million) buying the 58 TV spots which are amongst the most expensive on TV.
The game was also the most tweeted about sporting event in Twitter's brief history. At its peak 12,233 tweets per second were being posted with 13.7 million game-related tweets being posted overall throughout the five hours the game was broadcast.
Twitter said in a blog post that the record-breaking spike took place in the final three minutes of the game, while the match, which finished 21-17 to the Giants, attracted an average of 10,000 tweets per second.
Echo gathered real time feedback from 1,000 consumers.
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