by Andrew Lennon | Managing Editor | The Daily Anchor
Our friends over at Collective Intellect put together the most thorough Superbowl Ad analysis we’ve seen anywhere (sorry Ad Age,) so we’re teaming up to bring you the goods as a follow up to Tuesday’s post, Super Bowl Ads: Winners, Losers, and Key Takeaways.
This post will cover Part 2 of their Super Bowl Insights; you can access Part 1 on Collective Intellect’s blog or you can contact Andy Hayes. This section includes 24-hour post-game consumer reactions, advertiser share and sentiment – best and worse, and media spend – adjusted share.
Summary of Social Media Activity in the 24-Hour Period Following The Game
- During the 24 hours after the game, Pepsico continued to dominate. When all of its brands were included, it accounted for 28% of the online conversation about Super Bowl ads. However, it also spent the most money.
- Coke slipped to fifth place in overall activity.
- GoDaddy achieved the best “dollars per social media conversation” rate, followed closely by Doritos. However, considering that Doritos’ commercials were consumer-generated, their ad budget would have clearly been significantly lower.
- Despite Miller’s efforts to poke fun at Anheuser-Busch, Miller’s “one-second” ads did not make the Top 10.
- Anheuser-Busch had by far the worst “dollars per social media conversation” rate.
- Doritos and Hulu made significant gains in activity between 2/1 and 2/2. Doritos also achieved very high “brand affinity” and “economical” associations.
- Pedigree had very low activity numbers, but the highest positive sentiment.
- Cheetos and Denny’s had low online conversation numbers, but some of the highest “brand affinity” and “economical” associations.
- Denny’s had the third-lowest online activity numbers, but the second-highest general positive sentiment, despite having a high number of specific negative consumer attributes. This is likely because people did not like the commercial itself, but they reacted positively to the free Grand Slam offer.
Advertisers: Top 10 Advertisers (2/1-2/2)
Pepsi continued to dominate online conversation 24 Hours After-Game. Doritos conversation increased, bumping the brand into the second most discussed spot from its eighth place finish the night before. Previously not in the Top Ten, Hulu now registers as the fourth most discussed ad with 10.1% of the Top Ten share-of-voice.
Despite Miller High Life’s attempts to poke fun at Budweiser’s frivolous ad spending, Budweiser generated enough conversation to make its ads the third highest discussed. Miller did not make the Top Ten.
Activity: Top 10 Advertisers (2/1)
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Sentiment: Top 10 Advertisers (2/1-2/2)
Pepsi’s negative sentiment decreased from 2/1 to 2/2, while Coke’s negative sentiment increased. Both though generated the highest negative sentiment rate for both time periods.
Sentiment:Top 10 Advertisers (2/1)
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Dollars Spent Per Social Media Conversion
GoDaddy achieved the best “dollars per social media conversation” rate, followed closely by Doritos. Anheuser-Busch was the worst.
Multiple advertiser brands (Gatorade, Doritos, Bud Light, etc) were rolled up into the overall parent company’s media spend, which we estimated at $3million per 30 seconds.
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Selected Market Share: Bottom 10
Pedigree was the least discussed ad 24 Hours After-Game holding only 0.4% of the total share-of-voice. The activity Pedigree did generate was predominantly positive, earning the highest positive sentiment; 85%.
On average, the Bottom Ten ads had higher negative sentiment then the Top Ten ads. H & R Block and Cheetos each generated 25% negative sentiment.
Denny’s’ free breakfast ad generated the second highest positive sentiment at 84%.
Sentiment
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Brand Affinity Association
The Brand Affinity Association identifies the percentage of posts which contain language associated with brand loyalty/affinity, or an intention/desire to buy an advertised product.
The Economical Association identifies the percentage of posts which associate advertised products with affordability.
Economical Association
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Ad Attributes: Top 10 and Bottom 10
Charts Explanation:
These phrases come from a re-defined list of positive, negative, and neutral phrases consumers use to “review” ads.
Phrases such as “likeable”, “hot”, and “laughing” represent multiple variations of the word– ie, “I liked”, “we like”, “laughed”, etc.
Pie section size represents frequency of mentions compared to other attributes within the ring
The three rings represent level of semantic relevance to the brand
Graphically different versions of these charts are available upon request– including simple tables and bar charts
Gatorade: Attributes
“Better then the other one, at least this has some depth but I’m just not a fan of the new campaign.” – Ads of the World
“… good get with Tiger Woods, but low-budget production … and we cannot keep up with your perpetual shifting of product lines.” – Marketing Genius
Doritos: Attributes
“’Free Doritos’ creator Joe Herbert of Batesville, Ind., who was a finalist in the annual program just two years ago, has long-awaited the day one of his hilarious Doritos commercials would become the fan favorite. That day is here, and there may still be more glory to come.” Forbes.com
“’Doritos – ‘Crystal Ball’: The first real laugh out loud moment of the night. Nothing says comedy like a crystal ball to the groin.” –Grand Forks Herald
Bud: Attributes
“In the funny beer ad he plays himself thinking that he doing an ad that only will be shown in Sweden. Conan O’Brien dressed up in some hilarious outfit is lighting up the screen until your eyes bleed.” – i4u
“Another brand in the Anheuser-Busch stable stayed away from the lowbrow humor and focused on its famous Clydesdale horses, a move Bohan considered smart: ‘They had a consistent formula, and did a really good job.”’– Tennessean
Cheetos: Attributes
““Cheetos: “Pigeon Attack.” Chester Cheetah’s second life as a malevolent engineer of social chaos is so much better than we could have possibly imagined. Plot on, you yellow dust-encrusted genius…plot on.” –
““Cheetos Pigeons – not hilarious, but there’s something about the new cheetos dude that is creepy and alluring at the same time.” – Film Jabber
Hulu: Attributes
“And the Hulu.com commercial was hilarious…” – Light ‘Em Up
“Out of the commercials, I think our favorites were the Doritos commercials, the Hulu commercial, and anything involving the Clydesdales.” – Spectral Bovine
Denny’s: Attributes
“A free grand slam from Denny’s? That’s *almost* cheap enough for me to desire such a horrible thing. Mark your calendars for February 3rd because that’s the day you will be able to redeem your Grand Slam breakfast.” – Sean Percival
“So awesome, I can even describe it. I just love that she kept spraying the whipped cream everytime the mob boss started talking again. Also, doesn’t that crime family seem like they need to work on their descretion?” – Straw Grasping
Coke: Attributes
“The insects are used in exceptionally clever ways (a horned beetle opens the bottle) and everything just dances springlike across the screen as the message, ‘Open Happiness,’ is reinforced.” –Steve Johnson
“One of the most clever commercials was Coke’s, with insects teaming up to swipe a picnicker’s soda.” – Baltimore Sun
”Aside from the afore-mentioned Doritos ad, I really liked the two Coke reminder spots: 1) “The Everyone’s an Avator” 2) “Insects Stealing a Coke“. They were very clever and not pushy. “ – Miami Herald
Pepsi: Attributes
“Pepsi – ‘I’m Good’ : A sequence of painful events. Each one followed with the injured party responding with “I’m good.” I enjoyed this all the more because I have an aversion to diet soda.” – The Benjamin
“I thought the Pepsi ads were extremely funny. They were the only commercials I stopped fast forwarding through. Selling out or not they were funny.” – Chicago Tribune
Pedigree: Attributes
“In between doing laundry and taking out the garbage, I missed most of them, but I did catch a few good ones (Careerbuilder.com and Pedigree dog food come to mind).” – iVillage (bgs3)
“If people aren’t as offended by what they saw last night as they are by what they saw in PETA’s ad, we have a problem… leave it to a dog food company (Pedigree) to go about promoting adoption of dogs by exploiting captive wild animals for our amusement.” – Animal Rights, Change.org
Castrol: Attributes
“I mentioned that the Castrol Edge Super Bowl 2009 commercial could be a surprise funny Super Bowl 2009 ad – and it is putting a big smirk on my face. The monkeys take care of a dude’s car and close to the end the Castrol ad goes into a funny direction.” – i4u
““So, my husband was just grousing that every year at least one of the commercials features a monkey. We just had the first one featuring a primate (well, several primates) Castrol Oil’s Grease Monkey spot. Which was cute, but not laugh-out-loud hilarious.” – York Blog
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Part 1 of this report is available upon request and on Collective Intellect’s blog.
Part 1 covers initial activity, sentiment, and consumer reaction during the hours of the game, as well as a long-term trend report on the 2008 Super Bowl.
A third report covering longer-term trends with more in-depth analysis will be released in approximately two weeks.
Report Created By:
Collective Intellect, Inc.
Brandon Line, Product Manager
Courtney Gough, Analyst
Kevin Yordy, Operations Manager
Ricardo Farias, Analyst
Vicky Czarniecki, Analyst
Contact Information:
Tim Lefkowicz, President
Collective Intellect, Inc.
1433 Pearl Street
Boulder, CO 80302
415.336.6111
tim.lefkowicz@collectiveintellect.com
Kevin Yordy, Operations Manager
Collective Intellect, Inc.
1433 Pearl Street
Boulder, CO 80302
618.792.7986
kevin@collectiveintellect.com
© Copyright 2009 Collective Intellect, Inc. All Rights Reserved
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