These days, the Super Bowl seems like it is more about the commercials than the game itself. Especially in a lopsided game like we saw last night, millions of viewers around the country tune in specifically to see which brands shine the brightest on the biggest stage. With advertisers paying up to Â $4 million for a 30 second spot, there is a lot of pressure to promote their products effectively and creatively in front of the largest live TV audience of the year. The question is, are these huge investments of marketing dollars paying off for the brands that pony up?
While there are a variety of ways to measure the effectiveness of these advertisements, the main goal of paying the huge price tag is to gain favorable public sentiment. The viewers of the Super Bowl span across all age levels and demographics, and marketers hope that their advertisements contribute to new customers and larger sales.
We often break down marketing messages into three channels: paid, earned and owned media. A Super Bowl commercial is a form of paid media, but the other channels are of equal importance to brands. We wanted to know, are people still talking about these advertisements after Superbowl Sunday? How effective have past commercials been at driving public conversations around a brand?
We took a look at our data to see if goodwill was generated with earned media sources following some of 2013â€™s most successful Super Bowl ads. We counted headlines that mentioned a brand and their Super Bowl ad campaign to find the companies who kept journalists talking about their ads well after the final whistle. Check out the results to see which company collected the most media mentions following last yearâ€™s game.