WOMMA Super Bowl Analysis
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Transcript of WOMMA Super Bowl Analysis
December 6, 2007
Visibility vs. SurpriseWhich Drives the Greatest Discussion of Super Bowl Ads?
2
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
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
Mon2/5
Tue2/6
Wed2/7
Thu2/8
Fri 2/9
Sat2/10
Sun2/11
- 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
0
50
100
150
200
250
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%
14
Volume Index Exceeds Advertiser Average
0
200
400
600
800
1000
1200
All Media Social Media Traditional Media
Pre
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
0
20
40
60
80
100
120
140
All Media Social Media Traditional Media
Pre
Post
AdvertiserAverage
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
0
1000
2000
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All Media Social Media Traditional Media
Pre
Post
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
0
100
200
300
400
500
600
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