Super Bowl advertisers: Online winners and losers
General Sentiment’s Super Bowl Media Value Report Ranks Advertisers on Online Commentary and Conversations
General Sentiment released a special edition of its Media Value Report that ranks 2010 Super Bowl in-game advertisers, and lists the top performing brands across social media and news outlets with an online presence. The report covers a 20-day period leading up to and immediately after the NFL’s championship game. Generated using General Sentiment’s core media measurement and sentiment analysis infrastructure, the report calculates an advertising dollar value equivalent to a brand’s media exposure.
“Online reputation and brand perception is becoming an increasingly essential measure for marketing and communications decision-makers,” said Gregory Artzt, CEO of General Sentiment, “and the Super Bowl is a unique opportunity for marketers to integrate digital strategies with the ultimate buy in broadcast media. In this new age, online media value measurement is one of the most important means of determining the effectiveness of marketing initiatives.”
General Sentiment’s report includes 46 brands that ran ads during the Super Bowl, providing commentary on the top 10. The companies that made up the top 10 include a mix of advertisers with strong game day presence such as Doritos and Bud Light. But a pair of newcomers successfully parlayed their TV advertising investment into significant incremental media value– HomeAway and FloTV.
The ranking includes several surprises, including one company – ManCrunch — that generated top-10 media value even though its commercial was not cleared and didn’t air. Other much-talked about brands such as Pepsi (which chose not to air beverage brand commercials in favor of increased social media spending) and Focus on the Family are both in the top 20.
Most brands that bought TV air time were attempting to maximize the investment with integrated marketing programs, in many cases using the power of online social communities to generate buzz well before the game. Much has been made of the “bounce” brands get from airing their commercials; however the Media Value Report goes further by tracking game day and post-game online and news media activity along with the considerable amount of conversation about the advertisers in the weeks leading up to the game.
The Super Bowl Media Value Report was created using General Sentiment’s proprietary software, which “listens” to more than 30 million online sources. To see the report in its entirety, visit http://www.generalsentiment.com/superbowl.html and click on “Media Value Report.”
NFL and CBS score captioning Touchdown at Super Bowl XLIV
On February 7, 2010, the National Football League (NFL) and CBS Corporation ensured that Super Bowl XLIV made history with a record number of captioned commercials and promotions. The NFL and CBS worked closely with the National Association of the Deaf (NAD) to reach this remarkable goal, as well as to bring out the beauty of American Sign Language (ASL) during the National Anthem.
“The NAD is grateful to the NFL and CBS for providing an unparalleled level of access for millions deaf and hard of hearing Americans at this year’s Super Bowl. We were truly a part of the audience,” said NAD President Bobbie Beth Scoggins.
Through this dedicated effort, 81% of nationally broadcast commercials and network promotions were captioned from beginning to end of the game. Not only were far more commercials captioned during this program than in any other television program, but advances were made in uncharted territory. CBS took the unprecedented step of captioning 84% of its promotions, which are previews of upcoming television shows and other network content. Also, for the first time, many deaf and hard of hearing people witnessed captioned movie trailers.
“CBS is pleased to have worked with the NAD, the NFL, and our advertisers to caption voluntarily many of the commercials and CBS promotional announcements in Super Bowl XLIV, the most watched television program in American history,” said Martin Franks, Executive Vice President, Planning, Policy and Government Affairs, CBS Corporation. “As captioning technology improves, and costs moderate, CBS and its advertising partners look forward to continued progress on the voluntary captioning of our promos and commercials.”
There is no legal mandate to caption commercials by advertisers or promotions by the network broadcasting the game. The NAD advocates for full access to the entire television experience through legislation, but also encourages networks to caption even where not required by law. The NAD thanks the NFL and CBS for going above and beyond the law and considering the deaf and hard of hearing community a part of its valued audience.
In addition to such captioning achievements, the NFL and CBS ensured that American Sign Language (ASL) was an integral part of the National Anthem. The signer, a senior at the Florida School for the Deaf and Blind, was shown on the stadium’s large screen and a portion of the performance was showcased on national television.
Source: CBS Corporation
Super Bowl XLIV Miami 2010
source: Flickr