WOMMA Super Bowl Analysis

December 6, 2007 Visibility vs. Surprise Which Drives the Greatest Discussion of Super Bowl Ads?

About This Research ,[object Object],[object Object],[object Object],Preview of our new Super Bowl Ad Audience Impact report package Featured In:

Our Methodology ,[object Object],[object Object],[object Object],Index Description Index of 100 Polarity Measures how strongly people feel about the ad The average polarity across all advertisers Favorability Represents how many stories expressed a positive opinion of the ad Equal amount of positive and negative opinions Volume Measures the volume of traditional and social media coverage compared to the media of all advertisers The average volume of all advertisers

#1 Quality Alone Can’t Generate Coverage ,[object Object],[object Object],[object Object],[object Object],Post Game Social Media Top 10 Advertisers

#2 Post Game Coverage is Short Lived ,[object Object],[object Object],[object Object],Rate of Decline in Post-Game Coverage and Discussion 78% of all post game volume

#3 Post-Game Coverage Can Be Hijacked by Controversy ,[object Object],[object Object],[object Object],[object Object],Controversial Ads Generate 26% of Total Volume

The Importance of Announcing Early ,[object Object],[object Object],Advertiser Announcement Timeline Play-Action Advertisers Pre Game Warmup Brands Kickoff Squad Bench Players Prior to 1/14 1/15 – 1/28 1/29 – 2/3 Not Announced Budweiser Career Builder FedEx Doritos GM Chevrolet GoDaddy Emerald Nuts Honda Nationwide Snickers Taco Bell Toyota Coca Cola Garmin King Phama Sales Genie Sprint Snapple Blockbuster Flomax eTrade Footlocker Ghost Rider Hannibal Rising HP iZod LG Lionsgate Revlon Sierra Mist United Way Van Heusen Pizza Hut Prudential Schick Meet Robinsons T Mobile Wild Hogs Volume Index: 203 Volume Index: 176 Volume Index: 18 Volume Index: 17

Early Announcements Drive Greater Levels of Coverage

Early Announcers Drive 2X More Coverage ,[object Object],[object Object],Volume Index Prior to 1/14 1/15 to 1/28 1/29 to 2/3 Not Announced Ad Announcement Time Period: Volume Index By Announcement Group Advertiser Average

Traditional & Social Media Play Complementary Roles ,[object Object],[object Object],[object Object],[object Object]

Pre-Game Coverage Sets Up Post-Game Discussion ,[object Object],Pre-Game Post-Game Discussion

Case Study: Doritos Rewrote the Rules ,[object Object],[object Object],[object Object],Contest Announced Submissions Opened Sept Oct Nov Dec Jan Submissions Closed Finalists Selected Website Voting Feb Winning Ad Aired “ Live the Flavor”

Strong Volume Before and After the Game ,[object Object],[object Object],[object Object],Doritos Pre-Game Coverage Primed the Pump for Post-Game Coverage

Volume Index Exceeds Advertiser Average ,[object Object],[object Object],Advertiser Average

Polarity Index Indicates Balanced Discussions ,[object Object],[object Object],Advertiser Average

Favorability Index is Extremely Positive ,[object Object],[object Object],Balanced Coverage

Conclusion: Doritos was the 2007 Super Bowl MVP ,[object Object],[object Object],[object Object],[object Object]

Chevrolet’s “User-Generated” Contest Falls Short ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Nationwide Releases Ad Early and Dominates Coverage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The ad "would give the impression that working in a restaurant is demeaning and unpleasant." - National Restaurant Association “ Kevin Federline RollinVIP” Ad

Releasing Ad Before the Game Generates 5X Coverage ,[object Object],Volume Index of Post-Game Media Coverage and Social Media Discussions Volume Index

How the 2008 Game is Shaping Up ,[object Object],[object Object],[object Object],[object Object],SUPER AD

Follow the Play-by-Play on Our Super Bowl Blog

Cymfony’s Super Bowl Ad Audience Impact report ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Indices for Volume Polarity and Favorability

WOMMA Super Bowl Analysis

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WOMMA Super Bowl Analysis