NMS surveyed over 27 million blogs, website, message boards and online communities, including over a hundred of the most influential marketing and advertising sites live-blogging the event. NMS found that while the ads generated record levels of conversation, consumers generally regarded them as ‘a snooze fest,’ and several reviewers live-blogging the ads actually gave up mid-game ‘out of boredom.’, via NMS & Market Wire.
Super Bowl Live-Blogging Up 10X Over 2005 Levels
ARLINGTON, VA — (MARKET WIRE) — 02/06/2006 — New Media Strategies, the industry pioneer and market leader in Online Market Intelligence, Brand Promotion and Brand Protection services, today shared the results of monitoring online discussion of last night’s Super Bowl ads. NMS found that despite record conversation levels, this year’s Madison Avenue showcase generally left consumers cold.
NMS surveyed over 27 million blogs, website, message boards and online communities, including over a hundred of the most influential marketing and advertising sites live-blogging the event. NMS found that while the ads generated record levels of conversation, consumers generally regarded them as “a snooze fest,” and several reviewers live-blogging the ads actually gave up mid-game “out of boredom.”
Despite disappointed reactions on the whole, there were some clear favorites of the evening — chiefly, Bud Light’s “Magic Fridge” spot and Sprint’s “Crime Deterrent.” Just as clear were some of the evening’s duds, including most of the evening’s auto spots.
“Even with the Motor City playing Super Bowl host, like the industry itself, the automotive ads just couldn’t get out of reverse,” said NMS CEO Pete Snyder.
The evening’s most talked-about ad was Crispin Porter’s “Whopperettes” spot for Burger King, to which consumers had almost universally strong reactions.
“As in politics, the country is sharply divided when it comes to this over the top burger ad,” said Snyder. “Have it your way, you either loved it or hated it. Say what you want, but no matter, what Crispin Porter’s work gets people talking.”
Gillette Fusion earned the distinction of the evening’s most ridiculed ad, with consumers posting their own homemade parody photos during the game of a Fusion-like razor with nine blades.
“Gillette won the ‘First Annual User-Generated Spoof’ award for creating an ad that generated nearly instantaneous online snarks and Photoshopping,” said Snyder.
While the game itself may have fallen short of expectations, and the majority of online consumers regarded the advertising as lame, Super Bowl XL produced oversized online buzz. New Media Strategies found a tenfold increase over 2005 in live-blogging ads reviews, and nearly five times the online discussion about the ads over last year.
“To most Americans it seems insane that companies spend $2.4 million for an ad that only lasts 30 seconds,” said Snyder. “But savvy brands know the good and the bad can live on and on forever on the Internet.”
About New Media Strategies
New Media Strategies pioneered the Online Brand Promotion and Online Brand Protection industry. An Online Market Intelligence and Word of Mouth marketing firm, NMS uses the power of the Internet to give clients and their brands a competitive advantage online, while safeguarding their products and services from the effects of negative perceptions and attacks. Working closely with many of the world’s leading corporations, NMS serves as the “eyes, ears, and voice” online for some of the biggest and best known brands. Leading companies and organizations such as American Airlines, Dreamworks, HBO, The National Center for Missing and Exploited Children, NBC and USA Network all use NMS to add value to their brands and guard their bottom lines. Headquartered in Arlington, Virginia, NMS was founded by former pollster Pete Snyder, who also serves as CEO. NMS has been featured in the two most recent editions of Washingtonian Magazine’s “50 Great Places to Work,” and for the past two years, NMS has also been named one of the “Fastest Growing Companies in America” by Inc Magazine. To learn more, visit www.newmediastrategies.net.
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SOURCE: New Media Strategies
