Integrated Media Meter: Super Bowl 2010
Posted on Mon, Feb 08, 2010
Sunday night's Super Bowl game was an exciting one that kept everyone on edge through the fourth quarter. In between quarters and time outs, I was metering digital integration in the "Super Bowl of Television Advertising".
Metering the commercials, I wondered if many advertisers would be looking to drive engagement as well as reach through digital integration in their television commercials. After all, I knew from Nielsen that last year 12 % of the SuperBowl audience was watching the Superbowl and engaging with the internet at the same time. I also figured this number would be up this year given that social media usage while watching TV has increased significantly. Plus, I knew that many of the commercials would enjoy lots of replay on Monday and throughout this week, compliments of You Tube's Ad Blitz channel and other social media sharing tools.
Here is a chart with my integrated media findings:
| Client | Brands | # of Spots
| Quarters
| URL
| Social Media
|
| Anhauser-Busch | Budweiser, Bud Light, Select 55, Michelob Ultra
| 8 | All | No | No |
| Audi of America | Audi A3 TDi
| 1 | 4 | No | No |
Boost Mobile
| Boost Mobile
| 1 | 1 | Super Bowl Ad Page URL | No |
| Bridgestone | Tires | 2
| 1,3 | Super Bowl Ad Page URL
| No |
| CareerBuilder.com | CareerBuilder.com | 1 | 2 | Company URL
| No |
| Cars.com | Cars.com | 1 | 2 | Company URL
| No |
| Chrysler | Dodge | 1 | 2 | Company URL
| No
|
Coca-Cola
| Coca-Cola | 2 | 3 | No | No |
| Denny's | Denny's | 3 | 3,4
| No | No |
Diamond
| PopSecret and Emerad Nuts | 1 | 4
| No | No
|
Levi Strauss & Co
| Dockers | 1 | 2 | Product Page URL
| No |
Dr. Pepper
| Dr. Pepper
| 1 | 2 | Product Page URL | No |
Electronic Arts
| Dante's Inferno
| 1 | 4 | Game URL
| No |
| E-Trade | E-Trade | 2 | 3,4 | Company URL
| No |
| Focus on the Family | Focus on the Family
| 1 | 1 | Organization URL
| No |
Frito Lay
| Doritos | 4 | 1,4 | Production Company URL
| No |
Go Daddy
| Go Daddy
| 2 | 1,3 | Company URL
| No |
| HomeAway | HomeAway | 1 | 3 | Company URL
| No |
| Honda | Honda
| 2
| 4 | Product Page | No |
| Hyundai | Hyundai | 2 | 1,2 | Company URL
| No |
| Intel | Core Processor
| 1 | 2 | No | No |
| KGB | KGB | 1 | 3 | No URL - Text Your Questions
| No |
| Kia | Sorrento | 1 | 3 | Company URL
| No
|
Mars
| Snickers
| 1
| 1
| No
| No
|
Monster.com
| Monster.com
| 1
| 1
| Company URL
| No
|
| Motorola | Motoblur | 1
| 3 | Company URL
| No |
Qualcomm
| FLO TV
| 2 | 1 | Product Page URL
| No
|
Sketchers
| My Shape Ups
| 2 | 1,4
| Product Page URL
| No |
Teleflora
| Teleflora | 1 | 2
| Company URL
| No |
truTV
| NFL's Full Contact | 1 | 2 | Channel URL
| No |
US Census Bureau
| US Census Bureau
| 1 | 3 | Organization URL
| No |
Unilver
| Dove Men Care
| 1 | 2
| Product Page URL
| No |
Vizio
| Vizio | 1 | 4 | Product Page URL
| No |
Volkswagen of America
| Volkswagen | 1 | 3 | Company URL | No |
Yum Yum Brands
| Taco Bell
| 1 | 4 | No | No |
As the above chart illustrates, none of the commercials integrated social media. However, many of those metered (not including movie trailers or CBS promotions) did include company or organization URLs, but few pointed viewers to product pages or Super Bowl ad pages. The most surprising number is that over 30 % had no URL links at all.
| Digital Integration Classification | # of Ads
| % of Total
|
| URL Link to Company or Organization Website | 18 | 32.7 %
|
URL Link to Product Page
| 12 | 21.8 %
|
URL Link to Production Company
| 4 | 7.3 %
|
URL Link to SuperBowl Ad Page
| 3 | 5.5 %
|
Text Message Call to Action
| 1 | 1.8 %
|
No URL Link
| 17 | 30.9 %
|
Total Commercials
| 55 | |
I think that lack of digital integration was a missed opportuity for many of these advertisers. What do you think?