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The Statistical Performance Of The Super Bowl Advertisers

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Social media tracking services like Alterian and Radian6 gave some aftermath statistics about the Super Bowl advertisers. Although it’s a closed chapter, but here is some interesting corporate advertising statistics which I think you will enjoy.

The following results come from two sources. Starting in early December, Alterian SM2 looked at social media conversations across a variety of sites and tracked all discussions relevant to Super Bowl advertising. Its latest report is embedded below. By contrast, Mullen and Radian6 crafted BrandBowl2010 to measure volume and sentiment of Twitter chatter mentioning the advertisers, with analysis beginning the Friday prior to the game. The discrepancies in their results represent different methods of data collection.

Biggest Buzz-Makers

When it comes to sheer volume alone, Alterian SM2 ranks Focus on the Family as the advertiser with the most mentions overall from December 1, 2009, to February 8, 2010, at 3:00 a.m. CST.

By comparison, however, Alterian SM2 found that conversations on game day alone were Google-heavy. According to the company, Google’s late entry into the Super Bowl advertiser foray was a pretty big win for the search giant. On Super Bowl Sunday, Google was the advertiser with the most mentions, highest Social Engagement Index (i.e. farthest reach), and the second-highest sentiment score (second only to Doritos) among all advertisers.

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According to Mullen and Radian6’s BrandBowl2010, which looked at just Twitter chatter over a shorter time span, Doritos saw the most volume of tweets, and was its winner for “most effective brand to advertise on the Super Bowl telecast.”

BrandBowl ranked Google (Google) and Focus on the Family as second and third in the most-buzzed about competition. Its top 10 most effective brands are as follows:

1. Doritos
2. Google
3. Focus On Family
4. Snickers:
5. Budweiser
6. Bud Light
7. Hyundai
8. Kia
9. GoDaddy
10. Coca-Cola

When looking at initial tallies, social media analysis points to the advertisers and ads we loved the most.

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Alterian SM2 crowns Anheuser-Busch as its initial post-game victor in the battle for the most-loved brand overall (for the entire duration of the measurement period).

On game day only, however, Doritos took the top spot with the highest sentiment score, followed by Google in a distant second. Due to the flurry of social positive sentiment Doritos garnered on Super Bowl Sunday, the brand was able to skyrocket to become the second most-loved (i.e. highest sentiment score) brand overall as well.

The Biggest Losers

Per Alterian SM2’s data, the advertiser with the most negative conversations from December 1, 2009, to December 8, 2010, at 3:00 a.m. CST was Focus on the Family.

Interestingly enough, BrandBowl declared Budweiser Select55 to be its last place-finisher. The kind hearts at Mullen are now offering free creative services for next year’s commercial as a consolation prize. Its 10 least effective brands list is as follows:

30. NBC’s Universal – Universal Orlando
31. Paramount Pictures
32. FloTV
33. Cars.com
34. Motorola
35. Diamond Foods’ – Pop Secret
36. Honda
37. Teleflora
38. Michelob Ultra
39. Budweiser Select55

Source: Mashable

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