Cymfony's Super Bowl Analysis is a Double Award Winner!

AMEC_Awards_logo-[Converted]  Pardon me while I toot our horn and go blatantly hard sell for one post!

I'm pleased to announce that the Association for the Measurement and Evaluation of Communications recognized our Super Bowl Advertising Audience Impact Report with 2 awards!

First, we took the Gold in the category "Best Use of Measurement for a Single Event". The award judges cited our combination of traditional and social media as a "benchmark for the future" and praised it as "an intellectual piece of work" that "had real value for advertisers".

In fact, they liked it so much the judges also awarded it Grand Prix -- Innovation Award. In explaining why we were selected for this award too, the judges said it was a "ground-breaking analysis" and we earned "Top marks for the idea and the execution"

Thanks, AMEC! We are honored!

PS. If you are with a brand that is advertising on the Super Bowl, or an agency for one of those brands, we are offering this service again this year! Come to the Super Bowl page of the Cymfony site to learn more.

Posted by Jim Nail on November 25, 2008 at 05:08 PM | Permalink | Comments (0) | TrackBack

Super Bowl Ads -- It's Not About the Game!!!

A WSJ article today says that many long-time advertisers are wondering if, in this tough economy, they should invest $3 million for :30 seconds on the game. The key is not the game: they key to ROI is the PR activity before the game.

Come to my ARF webinar tomorrow -- "Effective PR and Word of Mouth Strategies to Maximize a Brand's Investment in Super Bowl Advertising" -- to learn more but here are the topline findings from two years of analysis Cymfony has done on Super Bowl advertising:

  • PR adds significant audience. The prospect of reaching 90 million people on February 1, 2009 makes media planners drool. But PR can add brand reach prior to the game: Doritos drove 40 million impressions prior to the 2007 Super Bowl.
  • To get WOM, drive PR. Spurring word of mouth discussion after the game is a key goal -- that's why brands and agencies go to great pains to come up with breakthrough creative. But the brands that are successful in post-game are consistently the brands that get the most pre-game coverage in traditional media.
  • Social media discussion is a good proxy for likeability. For the 2008 Super Bowl, we collaborated with our colleagues at TNS who conducted a classic ad likeability research survey and compared their results to the "favorability" of social media posts. The same10 advertisers were on the top of both lists. While the social media audience displays some unique characteristics, their opinions accurately reflect the broader population.

So GM, Fedex, Monster, Pedigree, and others who are on the fence: tune in to my webinar before you make your final decision!

Posted by Jim Nail on November 11, 2008 at 12:30 PM | Permalink | Comments (0) | TrackBack