Watch the Top Five Super Bowl Commercials from the past fifteen years (yes, Feb. 3 marks the 16th anniversary of our coverage of your favorite Super Bowl Commercials – SuperBowl-ads.com)
Watch the Top Five Super Bowl Commercials from the past fifteen years (yes, Feb. 3 marks the 16th anniversary of our coverage of your favorite Super Bowl Commercials – SuperBowl-ads.com)
USA Today is expanding its Super Bowl ad-rating platform to other categories of sports media. Ad Meter: The Year in Sports will invite sports fans to vote in categories like Best Sports Marketing Campaign and Best Athlete Endorsement Ad. Online voting will take place on Ad Meter’s digital hub in November, with the winners to be announced Dec. 9 at an event in New York.
The Gannett daily is trying to carve out a stronger identity among the other national newspapers, and one way it’s seeking to do that is to amplify social engagement (after all, the paper claims to have its finger on the pulse of the nation’s conversation). This past Super Bowl, Ad Meter judging was opened up to consumers (before, it was done by a hand-picked panel), resulting in 20 million pageviews in the 48 hours surrounding the game, up from 9 million the year before.
“We’ve tapped into that popularity of sports, that phenomenon that people want to weigh in,” said Tom Beusse, president of the USA Today Sports Media Group. “The Ad Meter has been the gold standard. It’s just been underleveraged.”
USA Today sees more room to expand the Ad Meter concept, which hadn’t been used for a non-Super Bowl event since 1997, around the finale of Seinfeld. A mobile app for the Tony Awards was launched in April, and USA Today president and publisher Larry Kramer is looking at extending it to other events like the Oscars, as well as other sports franchises like the World Series and the Final Four. Basically, the platform could apply to other events that have ads created specifically for them.
Read More at: Adweek
As the hype of the NFL Draft dies down and we look forward to the upcoming season, there is no doubt that the New York Giants may be in contention to become the first team to ever to play in the Super Bowl in its home stadium. Regardless of the Giants’ success in the upcoming season, when Super Bowl XLVIII rolls around, New York will certainly be a winner.
With the blossoming of social media, the anticipation and coverage of the Super Bowl in the last few years has been tremendous. The simplest way to see this is of course through the cost of an advertisement. Comparing the price of a 30-second ad during the Super Bowl over the years, the cost has risen from $275,000 in 1967 to $4,000,000 in 2013, adjusted for inflation. This ludicrous number isn’t reaching a plateau, either as the cost was $2,650,000 in 2010, $3,000,000 in 2011, and $3,500,000 in 2012. Without accounting for inflation, the price of such an ad has risen twice as fast as college tuition since 1978, which has gone up four times as fast as inflation.
Along with so much attention to the big game which has reached over 100 million viewers over the last few years, comes the real kicker for New York: increased consumer spending.
Examining Superbowl XLVI, gross expenditures reached $384 million, with total spending from outside of the Indianapolis metro area at $342 million. With 116,000 visitors flocking to Indianapolis, hotel occupancy rates reached 99% for downtown hotels, with prices up almost 300%. Additionally game attendees and other non-resident visitors spent approximately $571 per person, per day. By contrast, the average person who visits Indianapolis for business spends approximately one third of that number. Furthermore, despite in total only being a four-hour game, the Super Bowl generated 5,500 full-time jobs for the city of Indianapolis. Perhaps the biggest number for the host state, Indiana, is it brought in an additional $40 million in taxes to state and local governments.
Now let’s backtrack for a second. That Super Bowl took place in Indianapolis, a city with about 830,000 residents, and over one million people visited Super Bowl village during the days surrounding the game. While Super Bowl XLVIII is not directly in New York City, it is very nearby and one can expect that most attendees will be staying there. New York City, one of the world’s largest tourist hubs, has a population 10 times the size of Indianapolis. Unsurprisingly, tourists spend over seven times as much money in New York as they do in Indianapolis. Based on these numbers, the economic boost the Super Bowl will bring to New York in February 2014 will be in the billions of dollars.
Read more at http://www.rantsports.com/nfl/2013/05/03/the-real-super-bowl-xlviii-winner-will-be-new-york/?Mukjg1bCkga1yeyz.99
CBS Corp. (CBS), owner of the most-watched U.S. television network, reported first-quarter profit that beat estimates as Super Bowl ads, fees from cable systems and streaming deals with Amazon.com Inc. (AMZN) boosted revenue.
Net income from continuing operations rose 18 percent to $463 million, or 73 cents a share, from $394 million, or 59 cents, a year ago, New York-based CBS said yesterday in a statement. Analysts had forecast 68 cents, the average of 27 estimates compiled by Bloomberg.
CBS and other broadcasters are collecting more fees from pay-TV systems that carry their signals, and taking a share of the payments received by network affiliates. So-called retransmission revenue rose 62 percent in the quarter, CBS said. The network also sold “The Good Wife” reruns to Amazon.com, Hulu and the Hallmark Channel. Advertising rose 8 percent, driven by the Super Bowl.
“Their advertising revenue growth was well above what we have seen so far this quarter from other media companies,” said Paul Sweeney, director of North American Research at Bloomberg Industries. He called it a “solid beat for CBS this quarter.”
Sales rose 6.4 percent to $4.04 billion, beating the $4.02 billion average of 24 analysts’ estimates. Streaming revenue grew by 19 percent.
CBS, controlled by Chairman Sumner Redstone, rose 1.1 percent to $46.90 in extended trading yesterday after the results. The shares advanced 1.4 percent to $46.40 at the close in New York and have climbed 22 percent this year, compared with an 11 percent gain for the S&P 500 Index.
CBS avoided losing sales by staying on the air during a power outage at the Feb. 3 Super Bowl, the most-watched U.S. TV event. By covering the interruption commercial-free, the network was able to meet its commitments and broadcast ads when the game resumed. The contest, which rotates among networks each year, helped lift CBS’s average audience to 12 million a night for the season ending this month, based on Nielsen data.
Affiliate and subscription fees rose 14 percent, according to the company. That includes retransmission fees from Time Warner Cable Inc. (TWC), Comcast Corp. and other pay-TV operators, and payments passed through from affiliates.
Retransmission and affiliate payments were estimated to almost double to $102 million for the quarter, Michael Morris, an analyst at Davenport & Co., wrote in an April 26 research report.
If you watched Super Bowl XLVII last month — as more than 108 million people did — you likely caught Cars.com’s ad in which a couple seeking a bit of drama in their car-buying experience inadvertently find themselves in possession of a wolf pup much to the toothy chagrin of its protective mother.
That was just the first in a series of unfortunate events for characters in Cars.com’s similarly humorous follow-up spots advertising its “All Drive. No Drama.” campaign. Each of the three new TV ads finds drama-coveting characters getting what they asked for: a mother and father being overly honest with their daughter in the face of sibling rivalry; a rebellious corporate employee refusing to be a yes-man in a board meeting; and a husband and wife making a (literally) pregnant pause in their conversation with a car salesman.
Check out all three spots below.
via : KickingTires.com
Ford Motor Co.’s Lincoln brand, which aired two ads during the Super Bowl in February, posted a 29 percent U.S. sales slide for the month as dealers continued to run short of the MKZ sedan featured in the commercials.
Lincoln sold just 945 MKZs, down 62 percent from a year earlier, as the luxury brand yesterday reported that total monthly sales fell to 4,883. That was the second-fewest in almost 32 years, according to researcher Ward’s Auto. Lincoln’s lineup was outsold by all but four Ford-brand models.
The rollout of the revamped MKZ, which Ford expects to lead Lincoln’s revival, has been hamstrung by the Mexican-built cars requiring rigorous quality inspections at a Michigan plant, the company has said. The MKZ, with an expansive chrome grille inspired by an eagle’s wings, is the first of four new models Lincoln has coming over four years as Dearborn, Michigan-based Ford spends $1 billion to turn the brand around.
“These sales numbers are disturbing, especially since they’ve been relaunching the brand,” said Rebecca Lindland, an automotive consultant with Rebel Three Media & Consultants in Cos Cob, Connecticut. “How many people have been turned away because of no inventory of MKZs?”
Ford said dealers will be fully stocked with MKZ models by next month. Lincoln began selling the restyled MKZ in January, with a starting price of $35,925.
Lincoln’s sales have fallen 25 percent this year after Ford initiated an advertising push in December to reintroduce the “Lincoln Motor Co.” with commercials featuring vintage models and an actor playing Abraham Lincoln.
The brand’s February performance followed a January total of 4,191 that was the lowest since July 1981, when Lincoln had sales of 3,506 models during a recession, according to Southfield, Michigan-based Ward’s Auto.
Lincoln’s decline last month also included a 13 percent drop to 1,883 for the MKX sport-utility vehicle, the brand’s top seller. Deliveries of the Lincoln Navigator large SUV tumbled 25 percent to 622.
“Is this really an inventory issue or is this a demand issue?” Lindland said. “They’re going to spin it as an inventory issue, but they can’t use that reason again. The March sales have to show numbers in the thousands from all this pent- up demand that they say will be unleashed.”
After Lincoln’s Super Bowl ads, online shopping activity for the brand increased, said Michelle Krebs, an analyst for Santa Monica, California-based auto researcher Edmunds.com.
“We actually saw a tiny blip upward in shopping consideration, which is an indication of marketing effectiveness,” Krebs said. “Then they didn’t deliver on the product.”
Read more at: Bloomberg
Budweiser’s minute-long Clydesdale ad was the most effective ad of Super Bowl 2013, according to Ace Metrix®, the new standard in television and video analytics. The ad, which achieved an Ace Score of 665, was followed by the American Dairy Association’s “Morning Run” ad starring Dwayne “The Rock” Johnson. Ace Metrix measures 500 consumers who watch and score each ad across a variety of standardized metrics, which ensures that the Ace Metrix rankings are the most comprehensive and scientifically accurate comparisons available.
“The broad range of creative executions in this year’s Top 10 list—from product intros, iconic storytelling, philanthropy, user generated content, comedy, and hyperbole—show that at the end of the day, it’s great creative—not elaborate social campaigns—that win the hearts and minds of consumers on Super Bowl Sunday,” said Peter Daboll, CEO of Ace Metrix. “Budweiser used its beloved Clydesdale to tell a compelling story, while Milk’s action-packed tale edged out Coke, Pepsi and even Doritos, who relinquished their crown as 2012 and 2011’s best Super Bowl advertiser. Coke’s simple but effective ‘Security Camera’ ad outperformed its ‘Coke Chase’ social media experiment, and Mercedes took the top slot in automotive with their clever New Orleans-themed ad for the new CLA.”
Most Effective Ads of Super Bowl 2013
|Rank||Brand||Ad Title||Ace Score|
|2||American Dairy Association||“Morning Run”||644|
|4||Doritos||“Goat 4 Sale”||626|
|7||SodaStream International||“SodaStream Effect”||621|
|8||Skechers||“Man vs Cheetah”||612|
|10||Best Buy||“Asking Amy”||609|
Least Effective Ads of Super Bowl 2013
|Rank||Brand||Ad Title||Ace Score|
|4||Mio||“Change is Coming”||477|
|5||Bud Light||“Lucky Chair”||490|
|6||Lincoln Motors||“Steer The Script”||491|
|8||Samsung||“The Next Big Thing”||502|
|9||Wonderful Pistachios||“Get Crackin’”||507|
|10||Budweiser Black Crown||“Coronation”||509|
Ace Score is the measure of ad creative effectiveness based on viewer reaction to national TV ads. Respondents are randomly selected and representative of the U.S. TV viewing audience. The results are presented on a scale of 1-950, which represents scoring on creative attributes such as Persuasion, Relevance, Information, Attention, Change, Desire and Watchability.
Mercedes-Benz took advantage of its home field advantage in New Orleans to craft a celeb-studded ad featuring Willem Dafoe with cameos by Kate Upton and Usher. The ad was the top scoring contribution from automotive, who once again offered the most creative of any industry in the big game. Jeep’s half-time ad narrated by Oprah Winfrey was the second most effective automotive ad of the Super Bowl, achieving an Ace Score of 622. Along with Hyundai’s Sonata Turbo ad “Stuck” all three made the top ten overall for 2013.
Notable this year was nearly every automaker’s ability to produce an ad that surpassed the current automotive industry category norm of 539. Ram Truck’s “God Made a Farmer” ad generated significant discussion and scored well, held back by a younger generation that felt that the ad was simply too long. Toyota’s use of celebrity Kaley Cuoco achieved an above-norm score of 530, but the “Wish Granted” ad still landed in the bottom of the heap – despite heavy publicity, just above the Lincoln “Steer the Script” ad, which ranked the lowest of the category with an Ace Score of 491. The top 10 automotive ads of Super Bowl 2013 can be seen below:
Most Effective Automotive Ads of Super Bowl 2013
|Rank||Brand||Ad Title||Ace Score|
|5||Audi of America||“Worth It”||589|
|6||Ram Trucks||“God Made a Farmer”||584|
|8||Lincoln Motors||“All New”||568|
Keynote, a leader in Internet and mobile cloud testing and monitoring, announced the winners and losers from Sunday’s Super Bowl advertisers, measuring their Web performance across desktop, tablet and smartphone screens.
For the first time, Keynote measured Super Bowl advertisers’ websites before, during and after the Super Bowl to see how they fared in speed and reliability once the traffic started hitting.
The good news: most retailers and automakers exhibited strong performance, delivering within industry best practices across the three screens. Maybe all those Black Fridays and Cyber Mondays have put them through their paces? The winners in each category were: GoDaddy (desktop); Axe (tablet); and BestBuy (Smartphone).
The bad news: some of the major consumer packaged-goods names, notably Coca-Cola with its heavily promoted “Coke Chase” campaign, showed unacceptably slow response times on mobile devices and even desktops. From 5:00pm to 9:00pm PST, the Coca-Cola site crashed repeatedly for consumers trying to access it on mobile devices and laptops. During that time period Keynote measurements showed that the Coca-Cola smartphone site was completely unavailable, and more than 70% of visitors to the desktop site were turned away. For those that did reach the site, it took almost 15 seconds to respond, making it the worst performer in that category.
Century 21 placed last in the smartphone category with a staggering 54 seconds response time. Doritos took the bottom spot in the tablet category with a response time of just over 17 seconds.
Overall there were some unimpressive mobile numbers – 11 advertisers came in with over 15 second response times (Century 21, Doritos, Hyundai and Kia, Mio from Kraft Foods, Pepsi, RIM/Blackberry, Samsung (an astounding 36 seconds from the smartphone maker), Sodastream, Walt Disney Pictures for Oz (40 seconds) and Wonderful Pistachios.
“Given the money spent and the high-profile brands promoted, we were surprised to see how poor some of these numbers are,” comments Nick Halsey, chief marketing officer at Keynote. “Clearly the next challenge for these multi-channel campaigns is to better prepare for the three-screen delivery model; testing, monitoring and load testing end user experience prior to special events and to assure day-to-day performance are mission-critical. It’s not enough to simply hope the desktop site will run on a mobile device, particularly when some of the content is rich video and animation.”
The Big Game has come and gone. While most people are talking about their favorite – or in some cases – least favorite Super Bowl ads, the real showstopper wasn’t the commercials or even Beyoncé reuniting with Destiny’s Child. No, the real event took place during the 32 minutes that the stadium went dark.
At the house party where I was, everyone put down their iPads and smartphones and looked at each other with dismay and confusion as if to ask each other “is this really happening?” And of course, the joking tweets were sent out from the thousands almost immediately.
What happened next is what separates the brands who came to play from those that are still trying to figure out what just happened.
Social Media Shines During Blackout
Audi sent out a tweet to “send some LEDs to the @MBUSA Superdome right now.”
Tide tweeted a clever photo with the caption “We can’t get your #blackout, but we can get your stains out.”
Calvin Klein linked followers to a Vine video featuring their svelte commercial star working out his abs because “the lights were still out.”
Even Walgreens jumped into the mix letting fans know that they “carry candles” with the hashtag #SuperBowl.
But the best came from a cookie. Always known for clever and smart community management, Oreo quickly added a Facebook post with the short status “Power out? No problem.” As of Monday morning, the post had over 6,700 shares and over 20,000 likes with 785 comments.
How Did Users React?
Fans tweeted, liked, shared and praised the “social media” people behind each channel, suggesting they receive raises and applauding creativity and timeliness of each of the brands’ posts.
What really made this work though is the obvious trust between the brands and their agencies.
Prepare for the Unexpected: Have a triage system created between all internal and external partners needed from the public relations to social marketing to executives to anticipate crises, but also events like this where our audience is watching along.
Is it appropriate? As marketers, we have seen where it is and isn’t appropriate to interject a brand into the existing conversation, whether it is on accident like some of the social media blunders we’ve seen. Some events are more appropriate than others for a brand to share.
Stay nimble: While we can plan until our heart’s content with editorial calendars and legal approvals, savvy brands recognize the need to work on the fly and stray away from the planned content as needed.
Read more at: SearchEngineWatch
New Orleans has been witnessing an economic renaissance due, in large part, to the digital media and technology boom that iscurrently sweeping the region. From film production and software development to biotechnology and online trading, technology is king in New Orleans right now. And, the city’s growing industry certainly shined during Super Bowl XLVII, despite the 34-minute blackout at The Mercedes-Benz Super Dome.
With several initiatives that were led primarily by the Super Bowl XLVII Host Committee, technology was fully integrated into this year’s event like never before. The tech subcommittee, a component that was newly added to this year’s Super Bowl, had the task of doing more than just vetting contracts and making sure there were sufficient cell phone towers in the area. Their goal was to use technology to enhance the visitor experience in New Orleans, while capitalizing on the growing tech industry and talent in the region.
“Our focus was to show the world that New Orleans is back, as well as shed light on all the entrepreneurial and tech activity that is happening in the city.”
And, that is exactly what they did, as over 100,000 football fans and a record breaking 5,200 media professionals descended upon the city last week. All eyes were focused on New Orleans, and developers, social media professionals, entrepreneurs, and Super Bowl partners were on hand to showcase the city to the world.
Integrated Social Media Provided Visitors with Direct Customer Service
As social media has quickly evolved over the years, major events have had to learn the hard way the value of the resource and its ability to both help and hurt a business. By integrating social media into this year’s event, The Super Bowl Host Committee was able to naturally shape the story and monitor the conversation effectively.
The Super Bowl Host Committee partnered with social media analytics company HootSuite and online marketing firm FSC Interactive to create the NASA Mission Control Center of social media. With several volunteers and banks of large computer monitors tracking all the trending topics and conversations surrounding New Orleans and the Super Bowl online, the social media team followed everything from NFL specifics to transit logistics in New Orleans.
The goal was to provide thousands of New Orleans visitors with direct customer service by tracking relevant social media conversations on several different platforms within a 10 mile radius.Volunteers could stream specific topics on Twitter and respond to visitor questions and concerns using the Super Bowl Host Committee’s Twitter handle (@NOLASuperBowl.) They were prepared to answer visitor queries, make restaurant recommendations, and even respond to crisis situations, if they came up.
“This was a collaboration between several local marketing firms,” said Tiffany Starnes, VP of FSC Interactive, who spent six months developing the strategy. “We wanted to find ways to best showcase what’s going on in New Orleans.”
User generated recommendations came directly from New Orleans residents, who used the hash tag ‘Best of NOLA’ to suggest some of their favorite places to eat, drink, and hang out. The call came from New Orleans Mayor Mitch Landrieu’s Twitter account and the conversation quickly grew online to include topics such as jazz, live music, seafood, gumbo, and Magazine St.
A software program called Infomous gathered core elements and key words from the online conversations and turned them into visual elements. The most frequently used topics were identified on conversation clouds, even picking up some unlikely keywords, such as ‘relocating,’ using #BestofNOLA.
The social media command center was first created last year in Indianapolis by a local marketing firm to gather specifics for the NFL. However, this year was the first time social media was fully integrated into the Host Committee’s initiatives. With the command center headquartered at Super Bowl XLVII’s Media Center this year, members of the media were given the opportunity to walk through the space and check out the trending topics surrounding the teams, the city, and the big game.
“This was the next step in what felt like a natural evolution,” explained Matt Wolfe, a member of the technology committee. “Indy paved the way for us, and we are just paving the way for New York next year.”
Read More at : Forbes
Nearly 30% of tweets sent during the Super Bowl were about the ads—who got the most social bang for their buck? With brands investing a record $4 million for a 30-second spot, today’s infographic by digital agency WhisprGroup looks at how that ad spend translated into social ROI for brands—and who got the biggest social bang for its buck.
Here are some highlights from their research:
For every seven tweets about the game, there were two tweets about the ads
Highest positive sentiment scores: Tide (86%); Audi and Taco Bell (80%); Doritos (77%)
GoDaddy’s ad (model makes out with nerd) garnered 290,000 tweets (126,000 more than runner-up Budweiser), but only 14% were positive
Taco Bell scored more than 10,000 followers during the Big Game; GoDaddy added 1,100
It didn’t go so well for GoDaddy, but there was a clear winner of the Super Bowl 2013 Tweet Championship, based on highest scores in categories including tweet volume, positive sentiment, new followers, and ROI.
Super Bowl commercials aren’t typically about direct purchases. Brands run them to create awareness and buzz and to make us feel all soft and fuzzy towards them. Are advertisers are taking full advantage of the furious searching that happens post-game? Both Google Trends and Yahoo data show that even as we turned to Twitter in droves, we also, as in past years, flocked to the search engines.
Last year brought a record high of brands advertising their own websites. This year, that trend was down, replaced by hashtags. If the goal of a Super Bowl is to get people talking about you, how better to encourage that than to give a little nudge and a way for those talking to find each other.
But, brand confusion crept in online. Many online versions of the commercials sent viewers to different places than the TV versions, and the paid search ads sent searchers somewhere different still. Several brands had one owned site ranking in unpaid results, two different sites showing up in paid search results (at the same time!), and a different site still advertised in the ad.
This year, those searching for Super Bowl advertisers could mostly find them! The majority of brands bought paid search ads for their names, and half bought paid search ads for their advertised taglines. Every single advertiser other than Fast and Furious 6 had a website that ranked in the unpaid search results.
Read more at : SearchEngineLand
Chrysler Group LLC’s Ram brand chief says the automaker’s Super Bowl ad featuring the role of farmers in American life has been seen or shared on the Internet more than 10 million times.
The Auburn Hills automaker had promised on Sunday to donate to the Future Farmers of America $100,000 per 1 million times the “So God Made a Farmer” two-minute Super Bowl ad was seen, shared or emailed on its website with a target donation of $1 million. In less than five days, Chrysler has already hit the goal – just five days after the ad aired.
“It was really a cause of our marketing to honor the farmers of America and to wage a war in the fight against hunger,” Diaz said. “This far exceeded our expectations. We didn’t expect it to happen that soon. It took off and has taken a life of its own.”
Ram brand chief Fred Diaz said in an interview on the sidelines of the Chicago Auto Show that traffic to the Ram website has jumped 10 times more than normal since the Super Bowl.
Chrysler hired 10 photographers to document American farm life in the two-minute ad that featured a 1978 speech from the late radio journalist Paul Harvey on the importance of farmers.
Dealers are reporting that traffic has gone up at Ram showrooms “and sometimes just to go in and say, ‘Hey that spot that you did on the Super Bowl was so touching, made me cry.’”
Read More at : The Detroit News
The Baltimore Ravens weren’t the only winners at Super Bowl XLVII. One man and his Clydesdale also made quite an impression.
The latest Anheuser-Busch ad to feature the famed Clydesdales, this spot chronicled the relationship between a trainer and the horse he raised. According to USA Today’s Ad Meter, this was the most popular commercial of the night. As if the Ad Meter results weren’t enough kudos, the ad may have inspired Jose Canseco to get himself a horse.
Meanwhile, Patrick Rishe of Forbes singled out the Mercedes-Benz “Soul” ad as the best of the night. The star-studded spot featured Willem Dafoe, cast as the devil, along with Kate Upton and Usher. With the glamor quotient nearly as high as the RPMs in that auto ad, it’s no wonder that it garnered plenty of attention.
Another advertiser who went all out when it came to high-wattage players was Samsung, casting Apatow-regulars Seth Rogen and Paul Rudd in a comic sendup on Super Bowl ads — and the publicity-hungry marketers and stars who create them. In a game that brought its own special effects, with Beyonce’s electric halftime performance and the Superdome’s unexpected power outage, the commercials needed to have something special to stand out. Celebrity endorsers seemed a safe bet to pull that off.
Yahoo! included the Clydesdale ad and Samsung’s two-minute comedy bit in a list of the “buzziest ads” of the night but didn’t think Upton and Mercedes made the grade. Could the teaser and advanced release of the full-length commercial have hurt interest? That list did include a few of the night’s other notables, namely the Audi “Prom” commercial and Amy Poehler’s demanding trip to Best Buy.
As usual, there were several advertisers who thought less clothes would translate into more success. Whether it was Calvin Klein’s scantily-clad male model, the damsel in distress (and in a bikini) in the Axe commercial or GoDaddy’s long kiss between Bar Rafaeli and her nerdy match, the results were mixed for the ads built around sex appeal. Unless, of course, you count those M&M ads, which continue to be quite suggestive and quite successful. Perhaps symbolizing that this year’s top ads were a bit cleaner than in recent years, Tide finished second to the Clydesdale ad in the USA Today Ad Meter.
From the Clydesdale and Kia’s adorable “Space Babies” spot to Chrysler’s poignant homage to American farmers, here are some of the commercials that generated the most positive buzz during the Super Bowl. What was your favorite? How does the Super Bowl commercial class of 2013 stack up against last year’s favorites? Or the all-time classics?
Between the 108.7 million viewers and the $4 million price tag on a 30-second advertising spot, Super Bowl XLVII created the type of opportunity of which marketing miracles are made. According to Nielsen, this year’s event didn’t disappoint viewers, as several advertisers came up with innovative approaches to land on this year’s top 10 best-liked and most-remembered Super Bowl ads lists.
Doritos was this year’s creative MVP for the second year running, as the hilarious Goat 4 Sale ad earned both the most-liked and most memorable commercial mantles of Super Bowl XLVII. Doritos hasn’t strayed from the winning play it’s employed in the past, crowdsourcing its creative concept for the sixth year in a row. Doritos’ Goat 4 Sale wasn’t the only commercial that captured both the hearts and minds of viewers; in fact, eight of the top 10 most memorable ads also placed among the top 10 most liked.
Some of these other memorable favorites came from Taco Bell, Tide, Dodge (Ram), the NFL and America’s Milk Processors. Taco Bell’s Goodnight Mr. Goldblatt spot was also a hit with viewers, as it earned the distinguished honors of being the second most-memorable and third most-liked commercial. It was also the most tweeted about ad of this year’s big game, earning 215,000 tweets during the four-hour sports spectacle, according to SocialGuide.
GoDaddy, a three-year veteran of the most-remembered ads list, created some major buzz with its memorable yet polarizing make out scene. But if the Web hosting company’s creative drives a large increase in traffic to its Web site, as it has in years past, any mixed reviews the ad received may be a worthwhile sacrifice.
This year’s most-liked ads used different strategies to resonate with audiences. Good-natured humor and sentimental themes are staple strategies in every marketer’s playbook for effectively resonating with audiences. Doritos’ Goat 4 Sale and Princess Fashion Show ads illustrated how slapstick humor can be likeable and memorable without being in-your-face. Tide’s Miracle Stain spot took a silly, but family-friendly approach by featuring a man getting a Joe Montana-shaped stain on his jersey, only to have his wife (a Baltimore Ravens fan) wash it out. Budweiser, Dodge (Ram) and the NFL took sentimental approaches to connect with viewers: Budweiser’s Clydesdale & Trainer spot won over audiences with the endearing story of a trainer and the Clydesdale foal he raised to be a Budweiser Clydesdale being reunited after a few years apart; the Ram ad with the Paul Harvey voice over took a similar approach, tugging at viewer’s heartstrings by praising the power and spirit of American farmers; and the NFL thanked fans by sending their favorite NFL players to their houses to surprise them.
Nielsen’s Top 10 Most Memorable Commercials of Super Bowl XLVII
Rank Brand Ad Description/Length General Recal lndex
1 Doritos Goat 4 Sale :30 138
2 Taco Bell Goodnight Mr. Goldblatt :60 137
3 GoDaddy Two sides to GoDaddy :30 130
4 Doritos Princess fashion show :30 128
5 Tide Miracle Stain :60 128
6 Ram God made a farmer :120 127
7 Coca-Cola Race to Coke :60 125
8 NFL Network Leon Sandcastle :60 123
9 America’s Milk Processors The Rock – Got Milk? :30 122
10 NFL NFL Evolution :30 122
With a general recall index of 138, the Doritos ad has proven to be 1.38 times as memorable as the average 2013 Super Bowl ad.
Nielsen’s Top 10 Most Liked Commercials of Super Bowl XLVII
Rank Brand Ad Description/Length Likability Index
1 Doritos Goat 4 Sale :30 221
2 M&M’s I would do anything for love :30 200
3 Taco Bell Goodnight Mr. Goldblatt :60 182
4 Budweiser Clydesdale & Trainer :60 171
5 America’s Milk Processors The Rock – Got Milk? :30 168
6 Doritos Princess fashion show :30 164
7 Tide Miracle Stain :60 157
8 NFL Thank you for being a fan :30 146
9 Ram God Made a Farmer :120 143
10 Subway Congrats Jared :30 143
With a Likability index of 221 the Doritos ad has proven to be 2.21 times as likable as the average 2013 Super Bowl ad.
Methodology Recall: All Super Bowl ads were ranked on general recall. The General Recall Index was calculated by taking the general recall score (percent of viewers who remember seeing the ad) and indexing versus the mean general recall score of all 2013 Super Bowl ads. For example, with a general recall index of 137, the Doritos Goat 4 Sale ad has proven to be 1.38 times as memorable as the average 2013 Super Bowl ad.
Likability: All Super Bowl ads were ranked on likability. The Likability Index was calculated by taking the likability score (percent of viewers who liked the ad) and indexing versus the mean likability score of all 2013 Super Bowl ads. For example, with a Likability Index of 221, the Doritos ad has proven to be 2.21 times as likable as the average 2013 Super Bowl ad. Notes: The Top 10 lists are based on about 6,750 ad surveys of Super Bowl viewers; 67 unique national creative executions (excluding movie spots) during the game’s four quarters and halftime were considered for the list.
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SuperBowl-Ads.com released its top ads of Super Bowl XLVII. For the past 15 years SuperBowl-Ads.com has chosen the top ads and featured them on the SuperBowl-Ads.com website. To see all 15 years of the best ads go to: http://superbowl-ads.com/article_archive/top-5-super-bowl-commercials-by-year/ Data is compiled from pre-game and post-game polls, online “buzz”, and likeability index.
The Top 5 of 2013 are:
#1 Budweiser “Brotherhood”
#2 Tide “Miracle Stain”
#3 Dodge Ram Trucks “Farmers”
#4 Audi “Prom”
#5 Kia’s “Hot Bots”
Rounding out the top fifteen list of 2013:
#6 Taco Bell “Viva Young”
#7 Budweiser “Lucky Chair”
#8 Volkswagen “Get Happy”
#9 Jeep “Salute” with Oprah Winfrey
#10 Go Daddy “Perfect Match”
#11 Samsung “Pitch”
#12 Wonderful Pistachios “Crackin’ Gangam Style” with PSY
#13 Hyundai “Epic Playdate”
#14 NFL “Leon Sandcastle”
#15 M&M’s “Anything for Love”