Image Impact Of The Super Bowl Commerials And Cross Viewing In The Internet
As follow-up to my post last week “The TOP TEN Super Bowl Commercials” , I found today an article published by MediaBuyerPlanner about the image impact of the tv commercials which were aired during the Super Bowl.
According to the annual Super Bowl survey from comScore , TV commercials for Doritos helped PepsiCo’s tortilla-chip brand achieve the highest net improvement score of all Super Bowl ads, while GoDaddy.com’s ad did the most damage.
Press release from comScore :
comScore also asked respondents in the post-Super Bowl survey whether the various Super Bowl ads improved, damaged, or left unchanged their perception of the advertised brands. Doritos scored the highest net improvement score of 42 percentage points, followed by Bud/Bud Light (40 percentage points) and Denny’s (39 percentage points), whose offer of a free Grand Slam breakfast to everyone in America on Tuesday, February 3, apparently resonated with the public.
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Q: For each of the following brands, please indicate whether their ad during the Super Bowl improved or damaged your impression of the brand in any way?
February 3-4, 2009; n=1,042 Source: comScore Post-Super Bowl Survey |
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Brand Advertiser |
Improved |
Damaged |
Net Brand Improvement Score |
|
Doritos |
46 % |
4 % |
42 % |
|
Bud/Bud Light |
43 % |
3 % |
40 % |
|
Denny’s |
41 % |
2 % |
39 % |
|
Coca Cola |
40 % |
3 % |
37 % |
|
Pepsi Co. |
37 % |
5 % |
32 % |
|
GoDaddy.com |
28% |
15% |
13% |
GoDaddy.com had the highest brand damage score (15 percent), which resulted in the lowest net brand improvement score (13 percentage points).
Cross media viewing: Interestingly 15 % of the Super Bowl viewers claim that they visited an advertiser’s Web site after viewing their Super Bowl ad.
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Kornelia Hofmann
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March 15th, 2009 at 10:00 am