NEW YORK Sunday's Super Bowl might be nearly forgotten, but advertisers are still mulling the effectiveness of their pricey investments.
YouTube has weighed in by crowning Doritos the big winner with the video site's millions of visitors. The Pepsi snack brand had two spots crack the top-five tally in YouTube's Ad Blitz, a special section it created to showcase Super Bowl commercials.
The "Free Doritos" commercial took top honors with voters. (YouTube declined to say how many votes it received.) It was also named a favorite 4,700 times by viewers, garnered over 800,000 total site views and drew more than 1,200 comments.
E*Trade's "Singing Babies" effort took the No.2 slot, followed by CareerBuilder.com and PepsiMax's "I'm Good." Doritos' "Power of Crunch" spot placed fifth.
YouTube reported increased interest in SB commercials this year compared to 2008. It recorded 2.6 million votes in three days, about three times the amount generated during an entire week last year. The '09 commercials were viewed 21 million times in those three days, about equal to the entire Super Bowl week in '08, YouTube said.
The win comes with a nice bonus for Doritos: free placement of its spot today on YouTube's home page.
The YouTube results jibe with other key Super Bowl ad polls. USA Today's AdMeter, perhaps the most closely watched, also crowned the Doritos spot the audience's favorite.
ComScore identified Doritos as the brand that got the most out of the game's commercials in its survey of 1,000-plus consumers before and after SB XLIII. Doritos scored a 42 percent net improvement of brand impression, beating out Bud/Bud Light's 40 percent bump and Denny's 39 percent gain.
Google, YouTube's parent company, said the Super Bowl resulted in a 4,300 percent increase in searches for "Doritos" the day after the game.