« A trend emerges in Social Media | Main | Good Rates and Good Neighbors »

The Big Super Bowl Ad Winners: Not Pepsi, Coke or Bud

This Ad Age article cites our respected competitor, Collective Intellect, saying that Pepsico dominated the social media discussion of the Super Bowl ads. Not so fast. Movies outstripped Pepsico's performance, and Transformers beat brand Pepsi in the immediate post-game discussion.

I have to run for a plane so I can't make this pretty. I'm not sure why they didn't mention any of the movies, so let me lay out the numbers that TNS Cymfony has tracked in the first 36 hours following the game:

Advertiser

Volume Index

Transformers: Revenge of the Fallen

737

Star Trek

500

Anheuser-Busch

476

GI Joe: Rise of Cobra

455

Doritos

387

Pepsi

309

Land of the Lost

261

Fast and Furious

221

Coca Cola

215

Hulu

198

  • Five of the ten most talked about advertisers were movies.
  • In the 36 hours following the game, these five advertisers accounted for 37% of the social media discussion.
  • Add in 5 other movies that advertised and the movie category accounts for 42% of the immediate post-game discussion.
  • Transformers had a 13% share compared to brand Pepsi's 5.4%
  • Pepsico has a 15% share during this immediate post-game period.

If I subtract the movie volume from the total volume we tracked, the Pepsico share becomes 27%, still short of the 40% share they claim, but closer.

If I look across the entire period Cymfony tracked to date -- 12/28/08 - 2/2/09 -- movies maintain a 33% to 19% lead over Pepsico's share.

I've read some posts where consumers have said they don't count the movie advertisers when they decide on their favorite ads. I guess neither does my competitor. But the fact is the movies have siphoned off a signficant amount of the discussion that could have gone to other advertisers.

* Volume index represents the amount of discussion for each advertiser, relative to the median amount of discussion for all Super Bowl advertisers. Eg. Transformers received over seven times the amount of discussion of the average advertiser.

Posted by Cymfony on February 3, 2009 at 06:28 PM | Email this post Permalink

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d8341cdcdc53ef01053709cf0c970b

Listed below are links to weblogs that reference The Big Super Bowl Ad Winners: Not Pepsi, Coke or Bud:

Comments

The comments to this entry are closed.