The big-ticket ads on America’s favorite Sunday cost companies between $199 and $374 per social mention.
New York, New York (PRWEB) February 11, 2013
Super Bowl XLVII is behind us, yet TV ad execs everywhere are still crunching numbers, analyzing campaigns, justifying buys and filing reports. What strategies paid off, and what didn’t? tracx, a social media management start up in New York City, along with Attention, a social media marketing and communications agency, have their own data to share with the frantic account leads. The gist –the big-ticket ads on America’s favorite Sunday cost companies between $199 and $374 per social mention (across both earned and owned media). Brands also got more bang for their buck, at least socially, from the thirty-second spots, over those that paid for a full minute.
Download their infographic and draw your own conclusions:
- 60 second ads, with an average of twice the spend for a 30 second spot, only picked up 10% more social buzz across earned and owned media.
- Pre-game teasers, exclusive photos, and celebrity mentions go a long way towards expanding the conversation and brand reach.
- Findings show a huge drop off in interest for Super Bowl ads in social media following game day. From 2/4 to 2/5 activity decreased by 82%. It’s safe to say that direct consumer action via social media dies off very quickly, so pre-game and game-time campaigns are critical.
The following are brand-specific Super Bowl XLVII ad campaign viewing and social engagement results analyzing social data from tracx:
- 77.1% of people posting about the Clydesdale were female compared to 54% for all super bowl activity.
- 18.5% of posts referenced some term related to crying indicating that the ad reached people on a very emotional level.
- 14.5% of conversation about the commercial involved what they would name the new foal. The most (?) popular suggestion was “Raven.”
- 17.1% of people thought that the GoDaddy commercial with Bar Rafaeli was either “weird,” “awkward,” or “gross.”
- The GoDaddy hashtag, #yourbigidea, only accounted for 2.7% of activity surrounding GoDaddy.
- Bar Refaeli beat Danica Patrick as the most talked about GoDaddy celebrity this year with Bar Refaeli accounting for 31.6% of conversation while Danica Patrick only accounted for 8.7% of activity.
Calvin Klein Bullet Points
- 22.9% of mostly female users thought that the “best thing” about the Super Bowl was the Calvin Klein commercial.
- The Calvin Klein ad had a higher-than-average decline in activity after the Super Bowl. On average, activity surrounding Super Bowl commercials decreased 43.6% after game day, while Calvin Klein super bowl activity declined 62.7% after game day.
- Male reactions fell into two categories: guys who thought it was awkward to see when watching the game with friends, and guys who made jokes about them being in the ad.
- 18.4% of activity surrounding the Taco Bell ad using the Spanish version of the “We Are Young” song by “Fun” that was used during the commercial.
- More so than for the other brands, people who claimed that the Taco Bell commercial was there favorite were also more apt to say that most of the commercials this year were terrible.
- The Taco Bell ad was people’s favorite ad because it was funny. 12.9% of users used some form of Lol-ing to show that they found the spot funny.
- Social media activity indicates that the Rudd, Rogen, James spot may have benefitted greatly from its pre-game day Internet release.
- Of the three celebrities in the ad, from Feb. 3-5, Rudd was the most mentioned (11,694 mentions), followed by Rogen (9,395), and then James (4,359 mentions). Although Lebron is arguably the biggest star in the spot, his cameo did not steal the show from Rogen and Rudd in terms of social media activity. 3,703 pieces of content mentioned all three. These results are somewhat surprising, as they do not indicate that Lebron's presence in the ad led to huge social lift, as the activity unique to Samsung and James was limited to 653 mentions from Feb 3-5, only 4.5% of Samsung Super Bowl ad mentions in social media.
- The Samsung spot appealed equally to men and women, with a 50/49 split female/male.
- Has the most pre-game buzz due to The Rock sharing stills from the ad on 1/16 and 1/30 (people loved his pajama pants) and a video of the ad on 1/31.
- This campaign actually generated more social activity prior to the game than during or immediately after.
- Our data indicates that the extended version of the spot was only shared 34 times via social media.