Groupon, VW & Doritos Top Search Behavior Following Super Bowl Ads. Rising search terms showcase the Digital Impact of 2011 Super Bowl XLV Commercials on top Brand Advertisers

1. YMARKETING
GROUPON, VW & DORITOS TOP
SEARCH BEHAVIOR FOLLOWING
SUPER BOWL ADS
Rising search terms showcase the Digital Impact of 2011
Super Bowl XLV Commercials on top Brand Advertisers
www.ymarketing.com/SuperBowl2011 1

2. Google Insights
How the Super Bowl Ads
Affected Search Behavior
www.ymarketing.com/SuperBowl2011 2

3. Google Insights – Top Terms
www.ymarketing.com/SuperBowl2011 3

4. Google Insights – Top Geographies
The Green Bay
Packer impact is
evident, and not
just in WI.
However finding
geographic clues
that the Steelers
were in the
Super Bowl is not
as apparent for
these two top
terms (with the
exception of
West Virginia, a
close neighbor of
Pittsburgh).
www.ymarketing.com/SuperBowl2011 4

5. Google Insights – Top “Ad” Searches
These are Top Searches of all related searches over the past
30 days. Amazingly, Groupon captured the most „ad-related‟
search interest in part due to its controversial ads that were
pulled and in part due to its recent news on company
valuation and acquisition rejections. VW garnered attention
via „darth vader‟ and Doritos showed strong in each ad-
related search iteration. Also of note, USA Today‟s coverage
of Super Bowl ads is understood by Google searchers.
www.ymarketing.com/SuperBowl2011 5

6. Google Insights – Rising “Ad” Searches
In contrast to the prior keyword sets,
these are Top RISING Searches and
perhaps the best indication of search
behavioral impact related to Super Bowl
Ads.
Again, USA Today did a great job with
its coverage of the ads and its “Ad
Meter” branding. VW‟s Darth Vader and
Groupon captured the most rising „ad-
related‟ search interest.
www.ymarketing.com/SuperBowl2011 6

7. Google Insights – Rising “Ad” Searches
The Top RISING Searches for „super
bowl commercials‟ and „superbowl
commercials‟ were Fox related, which
covered the game.
YouTube‟s popularity in covering Super
Bowl ads becomes apparent in this set
of search terms and Doritos once again
shows brand strength.
www.ymarketing.com/SuperBowl2011 7

8. Hitwise Data Shows Groupon, VW on Top
• Similar to looking at Google
Insights for search behavior
data, our friends and partners
at Hitwise also mined their
deep search data and found
similar results
• Groupon saw the second
biggest “bump” according
to Hitwise
• VW saw the biggest gains in
search volume, and had
several search variations
appear in top searches
• Read More
www.ymarketing.com/SuperBowl2011 8

9. Doritos Search Interest
www.ymarketing.com/SuperBowl2011 9

10. Groupon Search Interest
www.ymarketing.com/SuperBowl2011 10

11. Cars.com Search Interest
www.ymarketing.com/SuperBowl2011 11

12. E*Trade Search Interest
„e*trade with space/character has 6x less volume than „etrade‟ no spaces
(see following slide) www.ymarketing.com/SuperBowl2011 12

13. E*Trade Search Interest
„etrade‟
with no
space/
character
has 6x MORE
search
volume
interest than
E*TRADE
with
branded
space/
character
(search
engines
ignore
punctuation)
www.ymarketing.com/SuperBowl2011 13

14. Pepsi Search Interest
www.ymarketing.com/SuperBowl2011 14

15. APPENDIX
The Super Bowl Social
Brand Scoreboard Project
www.ymarketing.com/SuperBowl2011 15

16. About the Super Bowl
Super Bowl I 1967 Super Bowl XLV 2011
• The Super Bowl is the championship game of the
National Football League (NFL), the highest level of
professional American football in the United States.
• The game was created as part of a merger
agreement between the NFL and its then-rival
league, the American Football League (AFL).
• It was agreed that the two leagues' champion teams
would play in an AFL–NFL World Championship Game
until the merger was to officially begin in 1970.
• "Super Bowl Sunday" is the second-largest day for
U.S. food consumption, after Thanksgiving Day.
• Super Bowl XLV became the most-watched U.S.
television program in history, drawing an average
audience of 111 million viewers and taking over the
spot held by the previous year's Super Bowl XLIV,
which took the 28-year reign from the final episode
of M*A*S*H.)
• Still, as we were reminded by a comment on our Super
Bowl guest blog with HubSpot, the worldwide king of TV
ratings is still the original „football‟, as the 2010 World
Cup was viewed by 700 million sports fans
http://en.wikipedia.org/wiki/Super_Bowl www.ymarketing.com/SuperBowl2011 16

17. The Commercials
• Prices for advertising space can
typically cost millions of dollars;
30 seconds of advertising time
during the 2010 telecast was
$2.6 Million, and rose to $3.0
million in 2011
• There is concern about the
viewing of commercials with the
use of DVRs, however TiVo
reports that viewers pause and
rewind back to previous
commercials that they enjoy
Cost of Super Bowl Ad ($US)
http://en.wikipedia.org/wiki/Super_Bowl_advertising www.ymarketing.com/SuperBowl2011 17

18. About this Project
• We love reading and watching Ad
Critics, especially for the Super
Bowl
• But we believe that while a
professional ad critic ranking is
important, in today‟s world of
social media and user generated
content the public consumer might
just be the best judge of an ad‟s
effectiveness
• Stopping with just an ad critic ranking
would be akin to having the Meet the
Press panel elect our new U.S.
President … why not let the people
decide?
• We set out to measure key social
media benchmarks and attempt to
show “lift” per company and brand
following their Super Bowl
Commercial(s)
www.ymarketing.com/SuperBowl2011 18

19. Ad Critics & Panels
• Despite the fact we wanted to bring
some objectivity to the subjective
process of ranking or scoring Super
Bowl ads, we really are fans of the
traditional ad critic and panels and
think many of them do an outstanding
job.
• By no means are we trying to replace
these processes, rather we‟re trying
to add to them in hopes that
combined these various measurements
can help advertisers become better at
connecting with consumers
• Among our favorites are USA Today‟s
Ad Meter, AdBowl, Ace Metrix‟s Ad
Effectiveness Score, Media Curves
Super Bowl Ad Test, People TV Ad
Critic and a host of user-rated pages
including YouTube‟s AdBlitz, MSN Fox
Sports Best & Worst and the Hulu
AdZone
www.ymarketing.com/SuperBowl2011 19

20. Other Related Super Bowl Ad Reports
• In addition to the traditional
subjective Super Bowl ad critic
and panel rankings there are
several reports that rated this
year‟s Super Bowl XLV
commercials on various modern
Web 2.0 social and buzz
measurements
• In addition to reading our
findings in this report, some
earned media studies that may
be of interest include:
• Kantar Video Super Bowl Ad
Rankings: Earned Media
• Forbes “Most Buzzed” Super Bowl
XLV Commercials
• University of Georgia Terry College
of Business Tweet Emotion Report
www.ymarketing.com/SuperBowl2011 20

21. Measurements
• This being our first year tracking this
project, we weren‟t sure what we were
looking for so we captured more KPIs
than were actually useful in the end, 21
in all
• We also used several different tools to
help pull this data, but ultimately our
favorite tools for this project were in
fact the free ones such as Topsy,
TweetVolume, Social Mention, and the
various search results from Google and
YouTube
• In the end, the most important KPIs we
seemed to gravitate towards during
analysis were the ones that are easiest
to track and define
• Facebook Likes/Fans
• Twitter Followers and Mentions
• YouTube Views and Ratings
• Social Bookmarks
• Social Mention Reach, Passion & Frequency
www.ymarketing.com/SuperBowl2011 21

22. Contact Information -
Digital Agency ymarketing
• www.ymarketing.com/blog
• Facebook.com/ymarketing
• Twitter.com/ymarketing
• LinkedIn.com/company/ymarketing
www.ymarketing.com/SuperBowl2011 22