YMARKETING SUPER BOWL SOCIAL BRAND SCOREBOARD REPORT

YMARKETING SUPER BOWL SOCIAL BRAND SCOREBOARD REPORT

Measuring the Digital Impact of 2011 Super Bowl XLV Ads

on Social Media, Brand Awareness and Consumer Interest

1 www.ymarketing.com/SuperBowl2011

The Project Overview and background

on this report

2 www.ymarketing.com/SuperBowl2011 2

About the Super Bowl

• The Super Bowl is the championship game of the National Football League (NFL), the highest level of professional American football in the United States.

• The game was created as part of a merger agreement between the NFL and its then-rival league, the American Football League (AFL).

• It was agreed that the two leagues' champion teams would play in an AFL–NFL World Championship Game until the merger was to officially begin in 1970.

• "Super Bowl Sunday" is the second-largest day for U.S. food consumption, after Thanksgiving Day.

• Super Bowl XLV became the most-watched U.S. television program in history, drawing an average audience of 111 million viewers and taking over the spot held by the previous year's Super Bowl XLIV, which took the 28-year reign from the final episode of M*A*S*H.) • Still, as we were reminded by a comment on our Super

Bowl guest blog with HubSpot, the worldwide king of TV ratings is still the original „football‟, as the 2010 World Cup was viewed by 700 million sports fans


Super Bowl I 1967 Super Bowl XLV 2011

http://en.wikipedia.org/wiki/Super_Bowl

http://blog.hubspot.com/blog/tabid/6307/bid/9441/Impact-of-Super-Bowl-Ads-on-the-Social-Media-New-Data.aspx

http://blog.hubspot.com/blog/tabid/6307/bid/9441/Impact-of-Super-Bowl-Ads-on-the-Social-Media-New-Data.aspx

The Commercials

• Prices for advertising space can

typically cost millions of dollars;

30 seconds of advertising time

during the 2010 telecast was

$2.6 Million, and rose to $3.0

million in 2011

• There is concern about the

viewing of commercials with the

use of DVRs, however TiVo

reports that viewers pause and

rewind back to previous

commercials that they enjoy

4 www.ymarketing.com/SuperBowl2011 http://en.wikipedia.org/wiki/Super_Bowl_advertising

Cost of Super Bowl Ad ($US)

About this Project

• We love reading and watching Ad Critics, especially for the Super Bowl

• But we believe that while a professional ad critic ranking is important, in today‟s world of social media and user generated content the public consumer might just be the best judge of an ad‟s effectiveness • Stopping with just an ad critic ranking

would be akin to having the Meet the Press panel elect our new U.S. President … why not let the people decide?

• We set out to measure key social media benchmarks and attempt to show “lift” per company and brand following their Super Bowl Commercial(s)


Ad Critics & Panels • Despite the fact we wanted to bring

some objectivity to the subjective process of ranking or scoring Super Bowl ads, we really are fans of the traditional ad critic and panels and think many of them do an outstanding job.

• By no means are we trying to replace these processes, rather we‟re trying to add to them in hopes that combined these various measurements can help advertisers become better at connecting with consumers

• Among our favorites are USA Today‟s Ad Meter, AdBowl, Ace Metrix‟s Ad Effectiveness Score, Media Curves Super Bowl Ad Test, People TV Ad Critic and a host of user-rated pages including YouTube‟s AdBlitz, MSN Fox Sports Best & Worst and the Hulu AdZone


http://www.usatoday.com/money/advertising/admeter/2011/super-bowl-ad-meter/43271432/1


http://adbowl.com/winner.php

http://www.acemetrix.com/events/event/superbowl-2011




http://www.people.com/people/article/0,,20464264,00.html

http://www.people.com/people/article/0,,20464264,00.html

http://www.youtube.com/adblitz

http://msn.foxsports.com/video/shows/super-bowl-commercials-2011

http://msn.foxsports.com/video/shows/super-bowl-commercials-2011

http://www.hulu.com/adzone2011

http://www.hulu.com/adzone2011

Other Related Super Bowl Ad Reports • In addition to the traditional

subjective Super Bowl ad critic and panel rankings there are several reports that rated this year‟s Super Bowl XLV commercials on various modern Web 2.0 social and buzz measurements

• In addition to reading our findings in this report, some earned media studies that may be of interest include: • Kantar Video Super Bowl Ad

Rankings: Earned Media

• Forbes “Most Buzzed” Super Bowl XLV Commercials

• University of Georgia Terry College of Business Tweet Emotion Report


http://www.wpp.com/NR/rdonlyres/C1972FDF-1FA4-4F7D-A91E-B58574C46A2B/46668/kantarvideo_pressrelease_superbowl_feb11_guid3deee.pdf?pageContent_PressRelease

http://www.wpp.com/NR/rdonlyres/C1972FDF-1FA4-4F7D-A91E-B58574C46A2B/46668/kantarvideo_pressrelease_superbowl_feb11_guid3deee.pdf?pageContent_PressRelease

http://blogs.forbes.com/elainewong/2011/02/07/the-most-buzzed-about-super-bowl-commercials/

http://blogs.forbes.com/elainewong/2011/02/07/the-most-buzzed-about-super-bowl-commercials/

http://www.stratalyzer.com/sb_results.pdf


Measurements

• This being our first year tracking this project, we weren‟t sure what we were looking for so we captured more KPIs than were actually useful in the end, 21 in all

• We also used several different tools to help pull this data, but ultimately our favorite tools for this project were in fact the free ones such as Topsy, TweetVolume, Social Mention, and the various search results from Google and YouTube

• In the end, the most important KPIs we seemed to gravitate towards during analysis were the ones that are easiest to track and define • Facebook Likes/Fans

• Twitter Followers and Mentions

• YouTube Views and Ratings

• Social Bookmarks

• Social Mention Reach, Passion & Frequency


Missing Data • Another rookie mistake, we failed to

capture all the brands that were advertising in the Super Bowl BEFORE the game. In our defense, most of the pre-game ad previews went off the same information and most missed on the same advertisers we did

• With the late jockeying, including Pizza Hut‟s last second opt-out of the “in game” ads for pre-game only, a few key benchmarks were never captured

• Among the brands we failed to catch baseline metrics on were Suzuki, Verizon Wireless, Motorola, Sealy and Chevy

• Chevy was hands-down the biggest advertiser in this year‟s game, with 12 ads


Controversy – Is all Publicity Good? • Groupon

• “Managed to attract the scorn of customers, brand experts and even some Chinese residents with a pair of ads that seemed to make light of the fraught political situation in Tibet and deforestation in Brazil.” - MSNBC

• HomeAway • “Homeaway.com CEO says

company will remove ad from its website and apologized, saying the company "failed to understand the reality" of families dealing with serious injuries to children.” - Brandweek


+167% increase in YouTube Channel Views

+141% increase in Total YouTube Views

Celebrities Ruled the Air in 2011

Who would have imagined, Ozzy and

Justin Bieber in the same ad? Best Buy

certainly made sure it bridged the age

demo gap.


The Pre-Game Baseline stats and intel


(Pre) Facebook Top 10

Many of the advertisers come with a mammoth social media presence. For example, the Top 10 have a range from over 22 million to a 317,000. That‟s quite a spread, but then if you look at the bottom ten, you have companies that have not even broken the thousand mark


It’s NOT a Level Playing Field

(Pre) Facebook Bottom 10

Our assumption that brands would really push online and social calls to action was only partially true, as the Majority of ads seemed to be branding, with subtle mentions of Site URLs & social address URLs, but only a few really tried to promote social or online CTA.

In fact, Coke never mentioned any URLs or social networks.

The most aggressive with this tactic? PepsiMax, which touted PepsiMax.com/ Facebook, Lipton Brisk, Budweiser, Bud Light, SEUSA (Sony Android ad), CarMax, E*Trade and Skechers.


Room for improvement, and many did!

This is only how they looked going into the weekend.

(Pre) Social Mention Passion Top 10

Social Mention Passion is a measure of the likelihood that individuals talking about your brand will do so repeatedly. For example, if you have a small group of very passionate advocates who talk about your products or brand all the time you will have a higher Passion score. Conversely if every mention is written by a different author you will have a lower score.


Quality vs. Quantity

(Pre) Social Mention Passion Bottom 10

If Passion is a measure of enthusiasts, brand evangelists and influencers as a function of total mentions, then it stands to reason that the larger the social following the harder it will be to find increasingly larger numbers of activists. This is evident in Coke‟s, Mars, Doritos and Bud Light‟s appearance here as they have high social followings. This metric should still be tracked to find outliers, like 20th Century Fox (now Fox Movies)


Quality vs. Quantity

Half Time Quick Look Monday

Morning Quarterback


(Half) Increase Facebook Likes/Fans

When evaluating Facebook

fan numbers, it‟s not

exactly a level playing field.

There are the giants of

social media networking

(Coca-Cola with more than

22 million fans and Disney

with more than 16 million),

and there are those that

started the game with less

than a thousand. But in the

world of social media

growth, it‟s all relative, so

we looked at the companies

that experienced the

biggest percentage jump.

The winner, scoring 7

touchdowns, was Pepsi Max.


http://www.youtube.com/watch?v=ZVQrH0aHGAc&feature=player_embedded

(Half) Increase in Twitter Mentions

For this snapshot, we

give you a comparison

of Twitter mentions

two days before the

Super Bowl and right

after. The top 5 saw a

high increase in

Twitter activity (the

Top 2 reaching 100%

because they had no

mentions on the

Friday before). Of

those that had

previous Twitter

activity, Pepsi-Co and

Chrysler were big

winners.


(Half) Social Mention Reach Top 5

Social Mention Reach

demonstrates the growth

among blogs, Q&A sites,

Twitter, social

bookmarking sites, images

and news. All but 10 of the

brands increased their

reach. The number one

brand that increased its

reach was Bridgestone,

and one has to wonder

how much of their

sponsorship of the half

time show had to do with

that.


(Half) Passion & Sentiment Top 5

When it comes to passion,

most of the brands failed. Only

9 brands that advertised in the

Super Bowl increased their

level of passion. What does

that say about their ads?

Sentiment is evaluated by

Social Mention in terms of

three basic categories:

positive, negative & neutral

social media comments. This

is shown as a ratio of positive

mentions to those that are

not. VW‟s Beetle had the

highest ratio after the Super

Bowl at 69:1. But when it

comes to data, everything is

relative. What happened to a

brands social sentiment after

they aired the ads?


The Post-Game Updated Social Metrics


(Post) Increase Facebook Likes/Fans

Before the Super Bowl, there were

some heavyweights in Facebook

presence; Cola Coca-Cola with more

than 22 million fans and Disney with

more than 16 million. So when it

comes to Facebook growth, it‟s

relative. In terms of those

companies that experienced the

biggest percentage jump, the clear

winners were PepsiMax and BMW.

All other brands saw increases, but,

nothing close to those two in terms

of percentages. In terms of total

numbers, Disney added another

119,000 fans Coca-Cola almost

85,000 and Pizza Hut more than

75,000.


(Post) Increase in Twitter Followers Twitter has surpassed the 190

million users mark and

numbers of tweets during a

day can surpass 50 million.

What companies want out of

Twitter are two things - more

followers and more

discussions about their brand

(hopefully positive).

Following the Super Bowl, 5

brands enjoyed double digit

percentage growth of

followers. They moved the

ten yard line markers steadily.

But one company threw for

long gains and that was

E*Trade, with a whopping

151% increase in followers.

GoDaddy managed a sizable

jump as well.


(Post) Twitter Total Mentions Top 10

Chatter was up dramatically

Super Bowl Sunday. The Super

Bowl caused many people to

discuss these brands. To put

the impact of Super Bowl more

in perspective, here is a chart

that shows the percent of

Sunday Twitter mentions in

relation to the overall

mentions during that week.

What this this is that of all the

Twitter mentions that

happened for the entire how,

what percentage occurred on

Super Sunday; the most direct

measure of “real-time” brand

interest lift we could find. You

can see that the bulk of brand

chatter happened during and

after the Super Bowl.


(Post) Total YouTube Views Top 10

Of all the social media outlets,

YouTube has one of the closest

correlations to the Super Bowl

broadcast itself because it allows for

repeated video views, ratings,

comments and sharing. Volkswagen‟s

Little Darth Vader commercial had

20+ million views on YouTube,

18,250+ comments, and nearly

100,000 ratings (98% likes). Or put

another way, if Volkswagen received

111,000,000 viewers of its 60-second

ad on the Super Bowl and YouTube

added another 20,000,000+ views

then the measured Social Media

“lift” in viewers on YouTube is at

least 18%. Add to that the comments,

ratings and other digital and social

media avenues and the overall

effectiveness of this ad becomes

clearer.


The Brands A closer look at the top

gainers in social media


GM/Chevy Goes With Quantity, Gets Quality


POSITION TITLE OF VIDEO

YOUTUBE VIEWS (2/10)

1 Misunderstanding Cruze 354,483

2 Miss Evelyn Camaro 291,095

3 Al's Chevy Dealership Camaro 252,409

4 Facebook Status Cruze 290,483

5 Tommy Silverado 195,892

6 Discovery Volt 175,918

7 Glee See the USA 54,233

8 Chevy Runs Deep 58,225

9 Socket Fuel - Volt 45,539

10 Remote Control Cruze 26,859

11 Glee Behind the Scenes 26,466

12 Clean Energy Volt 12,921

Total # of Super Bowl Spots 12

Total Super Bowl Budget (estimated)

$39m

Total Facebook Fan / Likes 595k Total Twitter

Followers 37k

YouTube Total Views 9.2m YouTube Total

Subscribers 6,246

YouTube Total Super Bowl Ad Views (2/10)

1.8m Tweet Volume

38m

Topsy Twitter Mentions (Past Month)

9.1k Topsy Twitter Mentions (Past Week)

1.8k

Social Mention Sentiment Maximum

49:1 (Cruze)

Social Mention Sentiment Minimum

9:1 (Volt)

Chevy Cruze RT Conversations


Chrysler’s Bold, Emotional Ad Connects • Chrysler ran a two-minute television commercial

Feb. 6 during the third quarter

• The company estimates that the 2-minute

commercial is the longest in Super Bowl history

and that it generated additional TV and radio

coverage that reached as many as 200 million

people within about 12 hours of airing,

according to Chrysler

• Chrysler brand traffic more than tripled in the

hours after the commercial aired, said

Edmunds.com and Kelley Blue Book‟s kbb.com.

• “It‟s generated a lot of conversation about the

brand that hasn‟t been on a lot of people‟s

radar screens for the past couple of years,”

James Bell, an analyst with Kelley Blue Book

• The Ad was for the new 200, which replaced the

Sebring in Chrysler‟s lineup

• “Now we have to transform the dealers‟ pride

and confidence and momentum into sales,”

Olivier Francois, head of the Chrysler brand,

said today in an interview at the Chicago Auto

Show. “It‟s a good start, there is interest, there

is awareness, there is curiosity.”


Want more stats on a Specific Brand?

For the sake of space and file size, we can‟t cover

them all. But just drop us a line and we‟ll get you

specific data. We‟ll also be releasing break-out

insights via blogs and mini reports on various top

brands from this year‟s Super Bowl Ads. Look for

those throughout February.


• www.ymarketing.com/blog

• Facebook.com/ymarketing

• Twitter.com/ymarketing

• LinkedIn.com/company/ymarketing

APPENDIX - RANKINGS Other Super Bowl Ad

Scores


USA Today Ad Meter

• USA TODAY's Ad Meter tracks the second-by-second responses of a panel of viewers to ads during the Super Bowl and ranks them from best to worst.



YouTube AdBlitz


http://www.youtube.com/adblitz

UGA Terry College Stratalyzer Survey

• Researchers at UGA's Terry College

of Business measured people's

emotional responses to TV ads that

aired during the Super Bowl.

• Twitter helped reveal how the ads

made people feel.

• The team analyzed nearly one

million tweets on Super Bowl

Sunday.

• A special software organize the

posts into emotional categories

such as happiness, love, surprise,

hate and more.

• The study shows that happiness

and love were the most common

emotions generated by the ads.

• This type of instant feedback from

Twitter‟s estimated 190+ million

users could help companies fine-

tune their ad campaigns.



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Kantar Video Super Bowl Ad Rankings • According to Kantar Video, in the 3

days after the Super Bowl aired, the

top 10 ads earned over $1 million in

online video impressions

• Volkswagen‟s “The Force” campaign

topped the list, earning the brand

$538,000

• Their creative and viral strategy

that launched the week prior to

the Super Bowl generated heavy

press coverage

Other Notes

• The Movie Trailers generated the

most online views per video

• Automotive ads had the most social

activity of all ads, lead by the

success of VW‟s “The Force” and

Chrysler‟s “Imported From Detroit”

• Ads placed in the 2nd Quarter

captured more online viewing

attention than other positions, while

halftime slots produced the fewest


http://www.wpp.com/NR/rdonlyres/C1972FDF-1FA4-4F7D-A91E-

B58574C46A2B/46668/kantarvideo_pressrelease_superbowl_feb11_guid3deee.pdf?pageContent_PressRele

ase

Media Curves Super Bowl Ad Test Methodology

• During the game, the Super Bowl ads were

inserted into an on-line survey and sent to

thousands of study participants.

• Participants answered questions regarding

their perceptions of the ads using various

parameters, including breakthrough,

emotion, memorability and involvement.

• They also utilized an on-line dial testing

system to indicate their levels of interest

as they watched the ads.

• The interest levels were analyzed in the

form of curves to determine which

commercials had the highest sustained

levels of interest.

• The curves were used as part of a metric to

calculate and rank the advertisements.

• The metric also includes a measurement

for emotions and an index for “word of

mouth” impact of the ads


http://superbowl.mediacurves.com/

Ace Metrix Super Bowl Ad Effectiveness Methodology

• Ace Verbatims gives marketers direct consumer

feedback on both their & their competitor's ads

• This un-edited, un-paraphrased feedback allows

marketers to get a deeper understanding of the

numbers, thoughts, and opinions that influence

the effectiveness of their creative

• Ace Metrix sorts results by Brand, Score or

Category

• Looking at just the Automotive Category (OEMs

and Services), Ace measured the following top

scores:



Top 5 Ace Metrix Scores

Rank Brand Ad Title Ace Score

1 Bridgestone Carma 618

2 VW The Force 603

3 Chevy Miss Evelyn 602

4 Chevy Discovery 602

5 Kia One Epic Ride 595

APPENDIX - FACEBOOK General Information


Facebook.com

– 134MM unique visitors monthly (thru 12/10)

– 279% YoY growth from 2008

• 126% YoY growth from 2009


Facebook – Not a Fad, a Way of Life

• Facebook…

– 700+ billion minutes per month spent on

Facebook

– 50% of active users log on daily

– Average user

• Has 130 friends on the site (up from 120 in 2009)

• Creates 90 pieces of content each month

– More than 1.5 million pieces of content are

shared on Facebook…daily (web links, news

stories, blog posts, notes, photos, videos, etc.)

– Two-thirds of comScore‟s U.S. Top 100 websites

and half of comScore‟s Global Top 100 websites

have integrated with Facebook

– …It’s BIG. Put another way, if Facebook were a

country…


If Facebook were a country…

#1 - China 1.3 billion

#2 - India 1.18 billion

#4 - USA 308 million

#5 -

Indonesia 231 million #6 - Brazil

192 million

#3 - Facebook 500 million+

43


Social Media is Here to Stay

TAKEAWAY

• Act more like Dale Carnegie,

less like David Ogilvy

– Listening first

– Selling second...

• Act more like party

planners, aggregators,

content providers than

traditional advertisers


Social Media is Here to Stay NOTE

• The Faceboook Movie opened 10/1/10

(DVD 1/11/11)

– Based on best-selling book „The Accidental

Billionaires‟, by Ben Mezrich

– „The Social Network‟ chronicles the start-

up of Facebook and its founder Mark

Zuckerberg.

• www.500millionfriends.com

– $22 million opening weekend

– $95+ million U.S> total

– 8 Oscar Nominations


Contact Information -

Digital Agency ymarketing

• www.ymarketing.com/blog

• Facebook.com/ymarketing

• Twitter.com/ymarketing

• LinkedIn.com/company/ymarketing


YMARKETING SUPER BOWL SOCIAL BRAND SCOREBOARD REPORT

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Transcript of YMARKETING SUPER BOWL SOCIAL BRAND SCOREBOARD REPORT