YMARKETING SUPER BOWL SOCIAL BRAND SCOREBOARD REPORT

YMARKETING
SUPER BOWL SOCIAL BRAND
SCOREBOARD REPORT
Measuring the Digital Impact of 2011 Super Bowl XLV Ads
on Social Media, Brand Awareness and Consumer Interest

www.ymarketing.com/SuperBowl2011 1

The Project
Overview and background
on this report


About the Super Bowl
Super Bowl I 1967 Super Bowl XLV 2011
• The Super Bowl is the championship game of the
National Football League (NFL), the highest level of
professional American football in the United States.
• The game was created as part of a merger
agreement between the NFL and its then-rival
league, the American Football League (AFL).
• It was agreed that the two leagues' champion teams
would play in an AFL–NFL World Championship Game
until the merger was to officially begin in 1970.
• "Super Bowl Sunday" is the second-largest day for
U.S. food consumption, after Thanksgiving Day.
• Super Bowl XLV became the most-watched U.S.
television program in history, drawing an average
audience of 111 million viewers and taking over the
spot held by the previous year's Super Bowl XLIV,
which took the 28-year reign from the final episode
of M*A*S*H.)
• Still, as we were reminded by a comment on our Super
Bowl guest blog with HubSpot, the worldwide king of TV
ratings is still the original „football‟, as the 2010 World
Cup was viewed by 700 million sports fans

http://en.wikipedia.org/wiki/Super_Bowl www.ymarketing.com/SuperBowl2011 3

The Commercials
• Prices for advertising space can
typically cost millions of dollars;
30 seconds of advertising time
during the 2010 telecast was
$2.6 Million, and rose to $3.0
million in 2011
• There is concern about the
viewing of commercials with the
use of DVRs, however TiVo
reports that viewers pause and
rewind back to previous
commercials that they enjoy
Cost of Super Bowl Ad ($US)

http://en.wikipedia.org/wiki/Super_Bowl_advertising www.ymarketing.com/SuperBowl2011 4

About this Project
• We love reading and watching Ad
Critics, especially for the Super
Bowl
• But we believe that while a
professional ad critic ranking is
important, in today‟s world of
social media and user generated
content the public consumer might
just be the best judge of an ad‟s
effectiveness
• Stopping with just an ad critic ranking
would be akin to having the Meet the
Press panel elect our new U.S.
President … why not let the people
decide?
• We set out to measure key social
media benchmarks and attempt to
show “lift” per company and brand
following their Super Bowl
Commercial(s)

Ad Critics & Panels
• Despite the fact we wanted to bring
some objectivity to the subjective
process of ranking or scoring Super
Bowl ads, we really are fans of the
traditional ad critic and panels and
think many of them do an outstanding
job.
• By no means are we trying to replace
these processes, rather we‟re trying
to add to them in hopes that
combined these various measurements
can help advertisers become better at
connecting with consumers
• Among our favorites are USA Today‟s
Ad Meter, AdBowl, Ace Metrix‟s Ad
Effectiveness Score, Media Curves
Super Bowl Ad Test, People TV Ad
Critic and a host of user-rated pages
including YouTube‟s AdBlitz, MSN Fox
Sports Best & Worst and the Hulu
AdZone

Other Related Super Bowl Ad Reports
• In addition to the traditional
subjective Super Bowl ad critic
and panel rankings there are
several reports that rated this
year‟s Super Bowl XLV
commercials on various modern
Web 2.0 social and buzz
measurements
• In addition to reading our
findings in this report, some
earned media studies that may
be of interest include:
• Kantar Video Super Bowl Ad
Rankings: Earned Media
• Forbes “Most Buzzed” Super Bowl
XLV Commercials
• University of Georgia Terry College
of Business Tweet Emotion Report

Measurements
• This being our first year tracking this
project, we weren‟t sure what we were
looking for so we captured more KPIs
than were actually useful in the end, 21
in all
• We also used several different tools to
help pull this data, but ultimately our
favorite tools for this project were in
fact the free ones such as Topsy,
TweetVolume, Social Mention, and the
various search results from Google and
YouTube
• In the end, the most important KPIs we
seemed to gravitate towards during
analysis were the ones that are easiest
to track and define
• Facebook Likes/Fans
• Twitter Followers and Mentions
• YouTube Views and Ratings
• Social Bookmarks
• Social Mention Reach, Passion & Frequency


Missing Data
• Another rookie mistake, we failed to
capture all the brands that were
advertising in the Super Bowl BEFORE
the game. In our defense, most of the
pre-game ad previews went off the
same information and most missed on
the same advertisers we did
• With the late jockeying, including
Pizza Hut‟s last second opt-out of the
“in game” ads for pre-game only, a few
key benchmarks were never captured
• Among the brands we failed to catch
baseline metrics on were Suzuki,
Verizon Wireless, Motorola, Sealy
and Chevy
• Chevy was hands-down the biggest
advertiser in this year‟s game, with 12
ads


Controversy – Is all Publicity Good?
• Groupon
• “Managed to attract the scorn
of customers, brand experts and
even some Chinese residents
with a pair of ads that seemed
to make light of the fraught
political situation in Tibet and +141% increase in Total YouTube Views
deforestation in Brazil.” -
MSNBC
• HomeAway
• “Homeaway.com CEO says
company will remove ad from
its website and apologized, +167% increase in YouTube Channel Views
saying the company "failed to
understand the reality" of
families dealing with serious
injuries to children.” -
Brandweek

Celebrities Ruled the Air in 2011

Who would have imagined, Ozzy and
Justin Bieber in the same ad? Best Buy
certainly made sure it bridged the age
demo gap.


The Pre-Game
Baseline stats and intel


(Pre) Facebook Top 10
Many of the
advertisers come
with a mammoth
social media
presence. For
example, the Top 10
have a range from
over 22 million to a
317,000. That‟s
quite a spread, but
then if you look at
the bottom ten, you
have companies that
It’s NOT a Level Playing Field
have not even
broken the thousand
mark


(Pre) Facebook Bottom 10
Our assumption that brands
would really push online and
social calls to action was only
partially true, as the Majority
of ads seemed to be branding,
with subtle mentions of Site
URLs & social address URLs,
but only a few really tried to
promote social or online CTA.

In fact, Coke never mentioned
any URLs or social networks.

The most aggressive with this
tactic? PepsiMax, which
touted PepsiMax.com/
Facebook, Lipton Brisk,
Budweiser, Bud Light, SEUSA
(Sony Android ad), CarMax,
Room for improvement, and many did! E*Trade and Skechers.
This is only how they looked going into the weekend.


(Pre) Social Mention Passion Top 10
Social Mention Passion
is a measure of the
likelihood that
individuals talking
about your brand will
do so repeatedly. For
example, if you have a
small group of very
passionate advocates
who talk about your
products or brand all
the time you will have
a higher Passion score.
Quality vs. Quantity Conversely if every
mention is written by
a different author you
will have a lower
score.


(Pre) Social Mention Passion Bottom 10
If Passion is a measure of
enthusiasts, brand
evangelists and
influencers as a function
of total mentions, then it
stands to reason that the
larger the social
following the harder it
will be to find
increasingly larger
numbers of activists. This
is evident in Coke‟s,
Mars, Doritos and Bud
Light‟s appearance here
Quality vs. Quantity as they have high social
followings. This metric
should still be tracked to
find outliers, like 20th
Century Fox (now Fox
Movies)


Half Time
Quick Look Monday
Morning Quarterback


(Half) Increase Facebook Likes/Fans
When evaluating Facebook
fan numbers, it‟s not
exactly a level playing field.
There are the giants of
social media networking
(Coca-Cola with more than
22 million fans and Disney
with more than 16 million),
and there are those that
started the game with less
than a thousand. But in the
world of social media
growth, it‟s all relative, so
we looked at the companies
that experienced the
biggest percentage jump.
The winner, scoring 7
touchdowns, was Pepsi Max.


(Half) Increase in Twitter Mentions
For this snapshot, we
give you a comparison
of Twitter mentions
two days before the
Super Bowl and right
after. The top 5 saw a
high increase in
Twitter activity (the
Top 2 reaching 100%
because they had no
mentions on the
Friday before). Of
those that had
previous Twitter
activity, Pepsi-Co and
Chrysler were big
winners.


(Half) Social Mention Reach Top 5
Social Mention Reach
demonstrates the growth
among blogs, Q&A sites,
Twitter, social
bookmarking sites, images
and news. All but 10 of the
brands increased their
reach. The number one
brand that increased its
reach was Bridgestone,
and one has to wonder
how much of their
sponsorship of the half
time show had to do with
that.


(Half) Passion & Sentiment Top 5
When it comes to passion,
most of the brands failed. Only
9 brands that advertised in the
Super Bowl increased their
level of passion. What does
that say about their ads?
Sentiment is evaluated by
Social Mention in terms of
three basic categories:
positive, negative & neutral
social media comments. This
is shown as a ratio of positive
mentions to those that are
not. VW‟s Beetle had the
highest ratio after the Super
Bowl at 69:1. But when it
comes to data, everything is
relative. What happened to a
brands social sentiment after
they aired the ads?

The Post-Game
Updated Social Metrics


(Post) Increase Facebook Likes/Fans
Before the Super Bowl, there were
some heavyweights in Facebook
presence; Cola Coca-Cola with more
than 22 million fans and Disney with
more than 16 million. So when it
comes to Facebook growth, it‟s
relative. In terms of those
companies that experienced the
biggest percentage jump, the clear
winners were PepsiMax and BMW.
All other brands saw increases, but,
nothing close to those two in terms
of percentages. In terms of total
numbers, Disney added another
119,000 fans Coca-Cola almost
85,000 and Pizza Hut more than
75,000.


(Post) Increase in Twitter Followers
Twitter has surpassed the 190
million users mark and
numbers of tweets during a
day can surpass 50 million.
What companies want out of
Twitter are two things - more
followers and more
discussions about their brand
(hopefully positive).
Following the Super Bowl, 5
brands enjoyed double digit
percentage growth of
followers. They moved the
ten yard line markers steadily.
But one company threw for
long gains and that was
E*Trade, with a whopping
151% increase in followers.
GoDaddy managed a sizable
jump as well.

(Post) Twitter Total Mentions Top 10
Chatter was up dramatically
Super Bowl Sunday. The Super
Bowl caused many people to
discuss these brands. To put
the impact of Super Bowl more
in perspective, here is a chart
that shows the percent of
Sunday Twitter mentions in
relation to the overall
mentions during that week.
What this this is that of all the
Twitter mentions that
happened for the entire how,
what percentage occurred on
Super Sunday; the most direct
measure of “real-time” brand
interest lift we could find. You
can see that the bulk of brand
chatter happened during and
after the Super Bowl.


(Post) Total YouTube Views Top 10
Of all the social media outlets,
YouTube has one of the closest
correlations to the Super Bowl
broadcast itself because it allows for
repeated video views, ratings,
comments and sharing. Volkswagen‟s
Little Darth Vader commercial had
20+ million views on YouTube,
18,250+ comments, and nearly
100,000 ratings (98% likes). Or put
another way, if Volkswagen received
111,000,000 viewers of its 60-second
ad on the Super Bowl and YouTube
added another 20,000,000+ views
then the measured Social Media
“lift” in viewers on YouTube is at
least 18%. Add to that the comments,
ratings and other digital and social
media avenues and the overall
effectiveness of this ad becomes
clearer.


The Brands
A closer look at the top
gainers in social media


GM/Chevy Goes With Quantity, Gets Quality
YOUTUBE VIEWS
POSITION TITLE OF VIDEO (2/10)
Total # of Super Total Super
1 Misunderstanding Cruze 354,483
2 Miss Evelyn Camaro 291,095
Bowl Spots 12 Bowl Budget $39m
(estimated)
3 Al's Chevy Dealership Camaro 252,409
Total Facebook Total Twitter
4 Facebook Status Cruze 290,483
Fan / Likes 595k Followers 37k
5 Tommy Silverado 195,892
6 Discovery Volt 175,918 YouTube Total YouTube Total
7 Glee See the USA 54,233 Views 9.2m Subscribers 6,246
8 Chevy Runs Deep 58,225 YouTube Total Tweet Volume
9 Socket Fuel - Volt 45,539 Super Bowl Ad 1.8m 38m
10 Remote Control Cruze 26,859 Views (2/10)
11 Glee Behind the Scenes 26,466 Topsy Twitter Topsy Twitter
12 Clean Energy Volt 12,921 Mentions (Past 9.1k Mentions (Past 1.8k
Month) Week)
Social Mention Social Mention
Sentiment 49:1 Sentiment 9:1
Maximum (Cruze) Minimum (Volt)


Chevy Cruze RT Conversations


Chrysler’s Bold, Emotional Ad Connects
• Chrysler ran a two-minute television commercial
Feb. 6 during the third quarter
• The company estimates that the 2-minute
commercial is the longest in Super Bowl history
and that it generated additional TV and radio
coverage that reached as many as 200 million
people within about 12 hours of airing,
according to Chrysler
• Chrysler brand traffic more than tripled in the
hours after the commercial aired, said
Edmunds.com and Kelley Blue Book‟s kbb.com.
• “It‟s generated a lot of conversation about the
brand that hasn‟t been on a lot of people‟s
radar screens for the past couple of years,”
James Bell, an analyst with Kelley Blue Book
• The Ad was for the new 200, which replaced the
Sebring in Chrysler‟s lineup
• “Now we have to transform the dealers‟ pride
and confidence and momentum into sales,”
Olivier Francois, head of the Chrysler brand,
said today in an interview at the Chicago Auto
Show. “It‟s a good start, there is interest, there
is awareness, there is curiosity.”


Want more stats on a Specific Brand?
For the sake of space and file size, we can‟t cover
them all. But just drop us a line and we‟ll get you
specific data. We‟ll also be releasing break-out
insights via blogs and mini reports on various top
brands from this year‟s Super Bowl Ads. Look for
those throughout February.
• www.ymarketing.com/blog
• Facebook.com/ymarketing
• Twitter.com/ymarketing
• LinkedIn.com/company/ymarketing


APPENDIX - RANKINGS
Other Super Bowl Ad
Scores


USA Today Ad Meter
• USA TODAY's
Ad Meter
tracks the
second-by-
second
responses of
a panel of
viewers to
ads during
the Super
Bowl and
http://www.usatoday.com/money/advertising/admeter/2011/super-bowl-ad-meter/43271432/1 ranks them
from best
to worst.


YouTube AdBlitz


UGA Terry College Stratalyzer Survey
• Researchers at UGA's Terry College
of Business measured people's
emotional responses to TV ads that
aired during the Super Bowl.
• Twitter helped reveal how the ads
made people feel.
• The team analyzed nearly one
million tweets on Super Bowl
Sunday.

•© 2011 Stratalyzer.com and TipTop Technologies Incorporated.
• A special software organize the
posts into emotional categories
such as happiness, love, surprise,
hate and more.
• The study shows that happiness
and love were the most common
emotions generated by the ads.
• This type of instant feedback from
Twitter‟s estimated 190+ million
users could help companies fine-
tune their ad campaigns.

http://www.stratalyzer.com/sb_results.pdf


UGA Terry College Survey (Cont’d)

•© 2011 Stratalyzer.com and TipTop Technologies Incorporated.
http://www.stratalyzer.com/sb_results.pdf www.ymarketing.com/SuperBowl2011 36

Kantar Video Super Bowl Ad Rankings
• According to Kantar Video, in the 3
days after the Super Bowl aired, the
top 10 ads earned over $1 million in
online video impressions
• Volkswagen‟s “The Force” campaign
topped the list, earning the brand
$538,000
• Their creative and viral strategy
that launched the week prior to
the Super Bowl generated heavy
press coverage
Other Notes
• The Movie Trailers generated the
most online views per video
• Automotive ads had the most social
activity of all ads, lead by the
success of VW‟s “The Force” and
Chrysler‟s “Imported From Detroit”
• Ads placed in the 2nd Quarter
captured more online viewing
http://www.wpp.com/NR/rdonlyres/C1972FDF-1FA4-4F7D-A91E- attention than other positions, while
B58574C46A2B/46668/kantarvideo_pressrelease_superbowl_feb11_guid3deee.pdf?pageContent_PressRele
ase halftime slots produced the fewest


Media Curves Super Bowl Ad Test
Methodology
• During the game, the Super Bowl ads were
inserted into an on-line survey and sent to
thousands of study participants.
• Participants answered questions regarding
their perceptions of the ads using various
parameters, including breakthrough,
emotion, memorability and involvement.
• They also utilized an on-line dial testing
system to indicate their levels of interest
as they watched the ads.
• The interest levels were analyzed in the
form of curves to determine which
commercials had the highest sustained
levels of interest.
• The curves were used as part of a metric to
calculate and rank the advertisements.
• The metric also includes a measurement
for emotions and an index for “word of
mouth” impact of the ads

http://superbowl.mediacurves.com/


Ace Metrix Super Bowl Ad Effectiveness
Methodology
• Ace Verbatims gives marketers direct consumer
Top 5 Ace Metrix Scores feedback on both their & their competitor's ads
• This un-edited, un-paraphrased feedback allows
marketers to get a deeper understanding of the
numbers, thoughts, and opinions that influence
the effectiveness of their creative
• Ace Metrix sorts results by Brand, Score or
Category
• Looking at just the Automotive Category (OEMs
and Services), Ace measured the following top
scores:
Rank Brand Ad Title Ace Score
1 Bridgestone Carma 618
2 VW The Force 603
3 Chevy Miss Evelyn 602
4 Chevy Discovery 602
5 Kia One Epic Ride 595

http://www.acemetrix.com/events/event/superbowl-2011


APPENDIX - FACEBOOK
General Information


Facebook.com
– 134MM unique visitors monthly (thru 12/10)

– 279% YoY growth from 2008
• 126% YoY growth from 2009


Facebook – Not a Fad, a Way of Life
• Facebook…
– 700+ billion minutes per month spent on
Facebook
– 50% of active users log on daily
– Average user
• Has 130 friends on the site (up from 120 in 2009)
• Creates 90 pieces of content each month
– More than 1.5 million pieces of content are
shared on Facebook…daily (web links, news
stories, blog posts, notes, photos, videos, etc.)
– Two-thirds of comScore‟s U.S. Top 100 websites
and half of comScore‟s Global Top 100 websites
have integrated with Facebook
– …It’s BIG. Put another way, if Facebook were a
country…

43

If Facebook were a country…

#3 - Facebook
500 million+

#4 - USA
308 million #1 - China
1.3 billion

#2 - India
1.18 billion #5 -
Indonesia
#6 - Brazil 231 million
192 million


Social Media is Here to Stay
TAKEAWAY

• Act more like Dale Carnegie,
less like David Ogilvy
– Listening first
– Selling second...
• Act more like party
planners, aggregators,
content providers than
traditional advertisers


Social Media is Here to Stay
NOTE

• The Faceboook Movie opened 10/1/10
(DVD 1/11/11)
– Based on best-selling book „The Accidental
Billionaires‟, by Ben Mezrich
– „The Social Network‟ chronicles the start-
up of Facebook and its founder Mark
Zuckerberg.
• www.500millionfriends.com
– $22 million opening weekend
– $95+ million U.S> total
– 8 Oscar Nominations


Contact Information -
Digital Agency ymarketing
• www.ymarketing.com/blog
• Facebook.com/ymarketing
• Twitter.com/ymarketing
• LinkedIn.com/company/ymarketing


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