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It was a good year for Super Bowl commercials all around, according to data released the day after the big game.
Online discussion about Super Bowl commercials increased 9% in the 12-hour period following the game’s start, compared to last year, according to marketing agency Zeta Interactive. Most discussion focused on the game itself, followed by ads, Christina Aguilera’s rendition of the national anthem, and the Black Eye Peas’s halftime show.
Discussion was also significantly more positive than last year overall. Online consumers’ expectations for the commercials were relatively low leading up to the game; of the many discussions occurring across a sampling of messages posted on blogs, social networks, message boards and video sites, 72% were positive. By the time the game started, however, sentiment had risen to 83% — a substantial improvement from 2010, when overall buzz around the commercials was 79% positive.
Most-Discussed Spots
According to the social media analytics tool Trendrr, Chrysler’s “Detroit/Eminem” was the most buzzed-about spot, at least on Twitter, where users cited the commercial 19,781 times during the hour it premiered. Disney’s teaser for Transformers 3 was the second most popular ad, with 18,215 tweets in the first hour. Doritos’s fan-created commercials garnered 15,800 tweets in the first hour of the game and 15,050 in the second collectively.
The ad that generated the most positive reaction was Bridgestone’s “Reply All,” says Zeta Interactive. Ninety-four percent of online discussion about the spot was positive, followed by Pepsi Max’s “First Date” (92% positive), Volkswagen’s “Darth Vader” (91%), Bridgestone’s “Beaver” (90% positive) and the NFL’s “Happy Days/Best Fans in the World” (90% positive) commercials.
Most-Replayed Spots
According to TiVo, the commercial that was replayed most frequently in the 15-minute period after its debut was Snickers’s “Logging,” featuring Richard Lewis and Roseanne Barr, followed by Best Buy’s commercial with Justin Bieber and Ozzy Osbourne (above), and Pepsi Max’s “Love Hurts” spot. Two of Doritos’s three fan-created spots — “The Best Part” and “House Sitting” — held the fifth and seventh spots, respectively.
Aftermath
Clearspring, the company that powers AddThis’s sharing platform, mined search and sharing data to determine what brands got the greatest lift from their ads. Posts mentioning Pepsi Max, for instance, received more than a 3,000% increase in shares, followed by Super 8 (~1,700%) and Carmax (~1,100%). Searches for the Chrysler 200 experienced more than a 1,300% increase in searches, followed by Pepsi Max (~950%) and Chatter.com (~900%).
We were personally surprised that Groupon’s spots didn’t make the list. The group-buying site’s commercials were certainly the most-discussed spots at Mashable HQ Monday morning. What commercials did you discuss online and off
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