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Before the kickoff, Doritos scores a touchdown

In the REAL contest (the battle of the Super Bowl ads to see which advertisers will get the most for their money), Doritos has already put a big lead on the board. From January 1 - February 2, coverage of their contest to have consumers create their Super Bowl ad has generated over 40 million impressions -- almost half the number the game will deliver.

Cymfony has been tracking coverage of Super Bowl advertising in television (thanks to our friends at Critical Mention!), Internet traditional media sites (sites like reuters.com, abcnews.com, msnbc.com and thousands of others) and social media sites (blogs, discussion boards, social network sites, etc.).

Here's one other stat: the social media sources deliver less than 5% of all the impressions generated. While the blogs and social networks are undeniably important, they still have a long way to go to match traditional media's impact. But this shouldn't be a surprise: according to Quantcast, Engadget gets between 30,000 - 40,000 unique visits per day. A broadcast on a local TV station like ABC 9 in Cincinnati delivers an audience of 65,653 while the online version of the South Florida Sun-Sentinel newspaper delivers 66,416 readers.

Beyond just the raw amount of exposure, Doritos wins on another dimension: almost half of the discussions of the Doritos ads are positive and almost none are negative. At Cymfony, we almost never see this strong of positive reaction for any brand.

Doritos_total_favorability_4    

By contrast, Nationwide's Kevin Federline ad also shows strong favorability, but in a more typical pattern, almost 17% of the discussion is negative (you can't please all the people all the time).

Nationwide_msm_favorability

 

But while Nationwide also got a fair amount of coverage and discussion, K-Fed really can't please the blogosphere: just under 30% of discussion in the social media world is negative.

Nationwide_cgm_favorability_2   

Read my picks of the best and worst of Super Bowl ads: First Quarter, Second Quarter, Third Quarter, Fourth Quarter.

Posted by Jim Nail on February 4, 2007 at 06:59 PM | Email this post Permalink
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» What's the Web Say About Superbowl Ads? Doritos a Big Hit from Blogspotting
Fred Wilson says this Doritos spot, the consumer-created ad that won the contest the company ran, was his favorite. And it looks like lots of other folks like it too. Jim Nail at Cymphony, an online analytics firm, says... [Read More]

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» Subtracting from ads from Clicked
There's a daily Super Bowl on the Internet in which media and marketers are always in competition for my attention. Super Bowl ads may be "about creating a short little movie that spreads," but the Super Bowl is no longer the sole domain for those sho... [Read More]

Tracked on Feb 5, 2007 6:17:42 PM

» Subtracting from ads from Clicked
There's a daily Super Bowl on the Internet in which media and marketers are always in competition for my attention. Super Bowl ads may be "about creating a short little movie that spreads," but the Super Bowl is no longer the sole domain for those sho... [Read More]

Tracked on Feb 5, 2007 10:45:55 PM

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