Welcome to this year's inaugural post of TNS Cymfony's Super Bowl Advertisers blog!
A WSJ article today says that many long-time advertisers are wondering if, in this tough economy, they should invest $3 million for :30 seconds on the game. The key is not the game: they key to ROI is the PR activity before the game.
Come to my ARF webinar tomorrow -- "Effective PR and Word of Mouth Strategies to Maximize a Brand's Investment in Super Bowl Advertising" -- to learn more but here are the topline findings from two years of analysis Cymfony has done on Super Bowl advertising:
- PR adds significant audience. The prospect of reaching 90 million people on February 1, 2009 makes media planners drool. But PR can add brand reach prior to the game: Doritos drove 40 million impressions prior to the 2007 Super Bowl.
- To get WOM, drive PR. Spurring word of mouth discussion after the game is a key goal -- that's why brands and agencies go to great pains to come up with breakthrough creative. But the brands that are successful in post-game are consistently the brands that get the most pre-game coverage in traditional media.
- Social media discussion is a good proxy for likeability. For the 2008 Super Bowl, we collaborated with our colleagues at TNS who conducted a classic ad likeability research survey and compared their results to the "favorability" of social media posts. The same10 advertisers were on the top of both lists. While the social media audience displays some unique characteristics, their opinions accurately reflect the broader population.
So GM, Fedex, Monster, Pedigree, and others who are on the fence: tune in to my webinar before you make your final decision!
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