While the Super Bowl is past us, there’s still an intense amount to learn from one of TV’s biggest events of the years. DG MediaMind recently put together stats on the impact of the Super Vowl ads online for Lost Remote.
DG actually delivered 80% of the ads for the game. DG Head of Cross-Media Analytics, George Musi explained the impact the blackout had on the big night. “The game fell short of setting a viewership record and reversed a recording breaking trend in viewership – the Nielsen Co. said an estimated 108.4 million people (2.9 million fewer than 2012) watched Super Bowl XLVII, making it the 3rd most-watched program in U.S. TV history.” Here’s DG’s analysis and chart.
Every marketer and advertiser wants to know which Super Bowl ad was the winner of the big game. However, determining the winners and losers often depends on which metrics (and there a myriad) you use to measure or determine success – which can be a tricky business. As evidence, I’ve read through several early analysis pieces from various sources (which are listed below), and it seems that Budweiser’s The Clydesdales: “Brotherhood” 2013 Super Bowl commercial was the big winner this year.
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Metric |
Vendor |
2013 Super Bowl Ad |
Most Views | YouTube | Budweiser The Clydesdales: “Brotherhood” |
Most Popular | USA Today’s Ad Meter | Budweiser The Clydesdales: “Brotherhood” |
Most Viral | Unruly | Budweiser The Clydesdales: “Brotherhood” |
Buzziest | Yahoo! | Budweiser The Clydesdales: “Brotherhood” |
Largest Brand Lift | AddThis | Budweiser The Clydesdales: “Brotherhood” |
Most Content Virality | Dachis Group | Budweiser The Clydesdales: “Brotherhood |
Highest Engagement & Purchase Intent | Frank N. Magid Associates and React Labs | Budweiser The Clydesdales: “Brotherhood” |
Most Effective | ACR Metrix | Budweiser The Clydesdales: “Brotherhood” |
Most-Tweeted Hashtag | Networked Insights | Budweiser The Clydesdales: “Brotherhood” |
Highest Share of Conversation Weighted by Sentiment | DataSift | Budweiser The Clydesdales: “Brotherhood” |
Most Memorable | Nielsen | Doritos – Goat 4 Sale |
Most Liked | Nielsen | Doritos – Goat 4 Sale |
Most Mentioned Brand Overall in Social Media | Attensity Media | Doritos – Goat 4 Sale |
Highest-Rated Commercial – Overall | Kantar Media | CBS series promo “Person of Interest” |
Ad Retention Index (ARI) | Rentrak | CBS series promo “Person of Interest” |
Highest-Rated Commercial – Marketer | Kantar Media | Samsung Mobile USA – The Next Big Thing |
Most Engaging | TiVo Research and Analytics | Taco Bell “Viva Young” |
Highest Sentiment Rating | Boston.com & PointsLocal | Taco Bell “Viva Young” |
Most-Viewed Across The Web | Visible Measures | Toyota RAV4 “Wish Granted” |
Most # of Mentions on Twitter & Public Facebook Comments | bluefin labs | Dodge Ram’s “Farmer” |
Search Data | Yahoo! | Dodge Ram’s “Farmer” |
Most Likes | Hulu Adzone | Dodge Ram’s “Farmer” |
Most Volume of Real-time Social Media Conversations | Networked Insights | GoDaddy.com’s “Perfect Match” |
Highest Net Sentiment | Networked Insights | Tide’s “Miracle Stain” |
Highest Buzz Count | Boston.com & PointsLocal | Volkswagen’s “Get In, Get Happy” |
Top Ad Relevancy Score | Experian Marketing Services | Audi’s “The Prom” |