WOMMA Super Bowl Analysis

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December 6, 2007 Visibility vs. Surprise Which Drives the Greatest Discussion of Super Bowl Ads?

Transcript of WOMMA Super Bowl Analysis

Page 1: WOMMA Super Bowl Analysis

December 6, 2007

Visibility vs. SurpriseWhich Drives the Greatest Discussion of Super Bowl Ads?

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About This Research

December issue of “Journal of Advertising Research” from the ARF

“Measuring Word of Mouth Vol. 3” from the Word of Mouth Marketing Association

November issue of Media Magazine

Preview of our new Super Bowl Ad Audience Impact report package

Featured In:

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Our Methodology

Tracked all advertisers in the 2007 Super Bowl in Orchestra platform

Aggregated, classified and analyzed over 42,000 mentions of these advertisers across internet news sites, TV broadcasts and social media

Applied 3 indices to gain a complete picture of an ads effectiveness

Index Description Index of 100

Polarity Measures how strongly people feel about the ad

The average polarity across all advertisers

Favorability Represents how many stories expressed a positive opinion of the ad

Equal amount of positive and negative opinions

VolumeMeasures the volume of traditional and social media coverage compared to the media of all advertisers

The average volume of all advertisers

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#1 Quality Alone Can’t Generate Coverage

Ranked #3 across the five top viewer rating websites

AdBowl, Spotbowl, AOL, USA Today, Tivo

8th most talked about after the game Generated only 4% share of voice

Budweiser, 21%

Snickers, 16%

Doritos, 7%GM, 7%

Nationwide, 7%

Coca-Cola, 6%

Sales Genie, 2%

Blockbuster, 4%

Chevrolet, 5%

Careerbuilder, 2%Post Game Social Media

Top 10 Advertisers

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#2 Post Game Coverage is Short Lived

Coverage drop very quickly after the game

The remaining coverage winds down over the weekend

The 3 days following the game represent 78% of all post-game volume

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- 57%

- 40%

- 35% - 12%

- 34% - 39%

Peak of Coverage

Rate of Decline in Post-Game Coverage and Discussion

78% of all postgame volume

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#3 Post-Game Coverage Can Be Hijacked by Controversy

In 2007, controversial ads from three companies generated 26% of all post game volume

NationwideGeneral MotorsSnickers

All Other Advertisers

74%

Nationwide, Snickers, GM

26%

Controversial Ads Generate 26% of Total Volume

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The Importance of Announcing Early

Advertiser Announcement TimelinePlay-Action Advertisers

Pre Game Warmup Brands Kickoff Squad Bench Players

Prior to 1/14 1/15 – 1/28 1/29 – 2/3 Not Announced

BudweiserCareer BuilderFedExDoritosGMChevroletGoDaddyEmerald NutsHonda

NationwideSnickersTaco BellToyota Coca ColaGarminKing PhamaSales GenieSprintSnapple

BlockbusterFlomaxeTradeFootlockerGhost RiderHannibal RisingHPiZodLGLionsgateRevlonSierra MistUnited WayVan Heusen

Pizza HutPrudentialSchickMeet RobinsonsT MobileWild Hogs

Volume Index: 203 Volume Index: 176 Volume Index: 18 Volume Index: 17

Advertisers classified into 4 groups based on when they announced their ad

Aggressive early promotion correlates to higher levels of total media coverage and consumer discussion volume

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Wild Hogs

Pizza Hut

Post

-Gam

e So

cial

Med

ia

Pre-Game Traditional Media

Blockbuster

Budweiser

Career Builder

Chevrolet

Coca Cola

Doritos

Emerald Nuts

eTrade

FedEx

FlomaxFootlocker

Garmin

Ghost Rider

GM

Go Daddy

Hannibal Rising

Honda

HP

iZod

King Pharma

LG LionsgateMeet Robinsons

Nationwide

Prudential

Revlon

Sales Genie

Schick

Sierra MistSnapple

Snickers

SprintTaco Bell

T Mobile

Toyota

United WayVan Heusen

High

HighLow

Low

Group Name Announce DatePlay Action Advertisers Prior to 1/14Pre-Game Warmup 1/15-1/28Kickoff Squad 1/29-2/3Bench Players Did not announce

Wild Hogs

Pizza Hut

Post

-Gam

e So

cial

Med

ia

Pre-Game Traditional Media

Blockbuster

Budweiser

Career Builder

Chevrolet

Coca Cola

Doritos

Emerald Nuts

eTrade

FedEx

FlomaxFootlocker

Garmin

Ghost Rider

GM

Go Daddy

Hannibal Rising

Honda

HP

iZod

King Pharma

LG LionsgateMeet Robinsons

Nationwide

Prudential

Revlon

Sales Genie

Schick

Sierra MistSnapple

Snickers

SprintTaco Bell

T Mobile

Toyota

United WayVan Heusen

High

HighLow

Low

Group Name Announce DatePlay Action Advertisers Prior to 1/14Pre-Game Warmup 1/15-1/28Kickoff Squad 1/29-2/3Bench Players Did not announce

Early Announcements Drive Greater Levels of Coverage

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Early Announcers Drive 2X More Coverage

The earliest group of announcers had a volume index of 203

10X more than those that did not announce before the game

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Play ActionAdvertisers

Pre-GameWarmup

Kickoff Squad Bench Players

Volume Index

Prior to 1/14 1/15 to 1/28 1/29 to 2/3 Not AnnouncedAd Announcement Time Period:

Volume Index By Announcement Group

AdvertiserAverage

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Traditional & Social Media Play Complementary Roles

Traditional media coverage was higher before the game than after54% of all coverage occurred before the game began

Social media was quiet before the game but spiked when the game began 76% of discussions were after the game

PostGame 76%

Pre Game 24%

54% of Traditional Media Ad-Related Coverage Occurred Before the Game

Pre Game54%

Post Game46%

76% of Social Media Ad-related Discussions Occurred After the Game

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Pre-Game Coverage Sets Up Post-Game Discussion

The top 6 pre-game advertisers finished in the top 10 in post-game discussion

Pre-Game Coverage Post-Game Coverage

1. Nationwide 26% 1. Budweiser 21% 2. Budweiser 20% 2. Snickers 16% 3. Doritos 12% 3. Doritos 7% 4. GM 7% 4. GM 7% 5. Chevrolet 6% 5. Nationwide 7% 6. Coca-Cola 4% 6. Coca-Cola 6% 7. GoDaddy 3% 7. Chevrolet 5% 8. FedEx 2% 8. Blockbuster 4% 9. Honda 2% 9. Sales Genie 2%

10. Taco Bell 2% 10. Careerbuilder.com 2%

Pre-Game Post-Game Discussion

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Case Study: Doritos Rewrote the Rules

Contest AnnouncedSubmissions Opened

Sept Oct Nov Dec Jan

Submissions Closed

Finalists Selected Website Voting

Feb

Winning Ad Aired“Live the Flavor”

The campaign was announced in September 2006

Website voting was conducted in January

The winning ad was broadcast during the game on Feb 4

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Strong Volume Before and After the Game

Doritos gained an advantage by announcing their campaign months before the game

Had much of the early Super Bowl ad-related media coverage and social media discussion all to themselves

Doritos led all companies in volume of coverage during the first two weeks of January – Dropped out of top spot only after the Nationwide controversy

Doritos Pre-Game Coverage Primed the Pump for Post-Game Coverage

Pre-Game Coverage Post-Game Coverage 1. Nationwide 26% 1. Budweiser 21% 2. Budweiser 20% 2. Snickers 16% 3. Doritos 12% 3. Doritos 7% 4. GM 7% 4. GM 7% 5. Chevrolet 6% 5. Nationwide 7% 6. Coca-Cola 4% 6. Coca-Cola 6% 7. GoDaddy 4% 7. Chevrolet 5% 8. FedEx 2% 8. Blockbuster 4% 9. Honda 2% 9. Sales Genie 2% 10. Taco Bell 2% 10. Career Builder 2%

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Volume Index Exceeds Advertiser Average

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All Media Social Media Traditional Media

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Post

AdvertiserAverage

Doritos volume far exceeds advertiser average – especially in traditional media before the game

Demonstrates a significant level of interest in this initiative

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Polarity Index Indicates Balanced Discussions

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Doritos polarity is close to average - indicates that opinions were balanced and consistent

By its nature, social media tends to be more volatile

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Favorability Index is Extremely Positive

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All Media Social Media Traditional Media

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BalancedCoverage

Favorability towards Doritos was extremely positive

Most pronounced before the game and in social media

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Conclusion: Doritos was the 2007 Super Bowl MVP

Doritos combined three elements to achieve this success

1. Included viewers in the ad creation and selection

2. Great creative

3. Released ad publicly before the game

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Chevrolet’s “User-Generated” Contest Falls Short

Ran a similar ad creation contest as Doritos, but entries limited to college students

Students submitted storyboard, and Chevy produced the ad

Announced early (9/06)

Release ad the day before the game

Generated strong media coverage

5th most coverage before the game

7th most coverage after

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Nationwide Releases Ad Early and Dominates Coverage

Announced early (1/17) and made the ad available on their site before the game

Sparked complaint from restaurant workers association

Led all companies in pre-game coverage26% SOV

Finished 5th after the gameAhead of larger brand like Blockbuster, Chevy and Coca-Cola

The ad "would give the impression that working in a restaurant is demeaning and unpleasant."

- National Restaurant Association

“Kevin Federline RollinVIP” Ad

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Releasing Ad Before the Game Generates 5X Coverage

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Doritos Nationwide Chevy Blockbuster Announced /Ad Not

Released

Volume Index of Post-Game Media Coverage and Social Media Discussions

VolumeIndex

Advertisers revealing their ad more than a week before the game generated an average post-game volume up to 5 times greater than the 20 companies that only announced their participation

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How the 2008 Game is Shaping Up

Doritos has another “user-generated” contest – this time its for a song to be aired during their ad

NFL is letting viewers vote for their favorite NFL player story to be made into an ad

GoDaddy CEO Bob Parsons doesn’t think pre-game promotion pays off because…

“people are going to watch anyhow”

SUPER AD

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Follow the Play-by-Play on Our Super Bowl Blog

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Cymfony’s Super Bowl Ad Audience Impact report

This report will answer these questions:How much coverage is each advertiser generating?

Which ads are consumers discussing online?

What is the quality and tone of the coverage?

How does this impact engagement with the brand?

How are promotional strategies influencing coverage?

Report package includes Weekly Pre-Game Warm-up Reports

Post-Game Press Conference

2008 Season Review

Provides quantitative and qualitative evaluation of the media coverage and consumer discussion in social media for all Super Bowl advertisers

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Overview of Coverage

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Weekly Trend Analysis

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Summary of Discussion Drivers

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Indices for Volume Polarity and Favorability