medialifemagazine.com
Buzz-wise, which Bowl ads really score
By Toni Fitzgerald
Jan 29, 2009 - 1:09:16 AM
Anheuser-Busch usually gets the postgame praise for its clever Budweiser ads. But they’re not the ads that draw buzz on the internet.
There seem to be three key attributes to the ads that do score online buzz, based on those that did so last year. They involve either a celebrity, a half-naked woman (or several), or a talking baby.
Last year the two most-watched ads on YouTube during the day of and the day after the Super Bowl both involved celebrities. Justin Timberlake’s Pepsi commercial ranked No. 1, and Naomi Campbell’s SoBe ad was two, between them drawing some 1.7 million views, according to data from Nielsen Online.
The Timberlake commercial also drove the most postgame discussion online, accounting for 6.7 percent of all messages posted about the Super Bowl during the same two-day time span.
E*Trade, which had two talking baby spots, was right behind Timberlake, generating 5.2 percent of all messages. The online brokerage firm also had the third- and fourth-most-viewed ads on YouTube, drawing more than 500,000 views combined.
Scantily clad women were also a big online driver in 2008. Victoria’s Secret, running its first Super Bowl ad since 1999, had the fifth-most-viewed commercial on YouTube, generating 210,746 views. Campbell’s outfit in the SoBe ad could also fit into that scantily clad category.
Meanwhile, Bud’s ads, while sweeping the No. 1 spot in the major postgame favorite advertisement polls, didn’t generate all that much buzz or online viewership. Its top ad, “Hank the Clydesdale,” ranked only sixth on YouTube, generating fewer than 200,000 views.
And in Super Bowl discussions, A-B’s top-ranked spot, a Dalmatian-Clydesdale ad, managed to account for just 3.1 percent of conversations, ranking eighth.
That’s perhaps because, after all these years, everyone knows what to expect from Bud. Though its ads are consistently creative and funny, there’s not much compelling about them that demands a second look. The sight gags, wordplay and Clydesdales are pretty straightforward.
On the other hand, the Timberlake ad, with its intricate stunt sequences and celebrity cameos, did warrant second and perhaps third views. Same with the E*Trade commercial, because it was so different and depended so much on visual effects.
As for the necessity of replaying Campbell and the Victoria’s Secret ad, that’s pretty self-explanatory. It also explains why GoDaddy usually ranks in the top 10 in buzz and views, though last year’s raunchy ad didn’t make it.
***
Meanwhile, in online ratings for the week ended Jan. 18, according to Nielsen Online, Google claimed the top spot among parent companies, followed by Microsoft, Yahoo, AOL LLC and News Corp. Online. The top five brands were Google, Yahoo, MSN/Windows Live, Microsoft and AOL Media Network.
Netflix claimed the top advertiser spot with 2.95 million impressions, followed by Vonage Holdings at 1.67 million. With 14.89 million ads served, Yahoo was again the top advertising site, well ahead of No. 2 MSN at 2.75 million.
Sessions per person per week were even to the previous week at 17, and domains visited per person fell one, to 42. PC time per person held steady compared with the previous week at 19 hours and 25 minutes.
|
Top 25 parent companies
Week ending Jan. 18 |
|
#
|
Parent
|
Unique Audience (000)
|
Reach %
|
Time Spent per Person (hh:mm:ss)
|
|
1
|
Google
|
103,519
|
70.9
|
0:37:56
|
|
2
|
Microsoft
|
90,750
|
62.2
|
0:51:02
|
|
3
|
Yahoo!
|
82,995
|
56.9
|
1:11:58
|
|
4
|
AOL LLC
|
51,376
|
35.2
|
1:32:21
|
|
5
|
News Corp. Online
|
46,096
|
31.6
|
0:37:25
|
|
6
|
eBay
|
32,604
|
22.3
|
0:57:28
|
|
7
|
Facebook
|
32,353
|
22.2
|
1:09:14
|
|
8
|
Amazon
|
30,542
|
20.9
|
0:13:21
|
|
9
|
Apple Computer
|
28,866
|
19.8
|
0:41:00
|
|
10
|
InterActiveCorp
|
28,036
|
19.2
|
0:10:24
|
|
11
|
Wikimedia Foundation
|
26,087
|
17.9
|
0:08:55
|
|
12
|
CBS Corporation
|
24,601
|
16.9
|
0:08:25
|
|
13
|
Walt Disney Internet Group
|
23,985
|
16.4
|
0:18:47
|
|
14
|
Turner Network (Division)*
|
23,965
|
16.4
|
0:19:49
|
|
15
|
New York Times Company
|
23,809
|
16.3
|
0:09:17
|
|
16
|
Landmark Communications
|
23,508
|
16.1
|
0:14:24
|
|
17
|
AT&T Inc.
|
20,697
|
14.2
|
0:17:11
|
|
18
|
CraigsList
|
15,254
|
10.5
|
0:39:09
|
|
19
|
Glam Media
|
14,498
|
9.9
|
0:10:12
|
|
20
|
RealNetworks, Inc.
|
14,130
|
9.7
|
0:19:03
|
|
21
|
Comcast Corp.
|
13,987
|
9.6
|
0:27:50
|
|
22
|
Verizon Communications
|
13,860
|
9.5
|
0:20:19
|
|
23
|
United Online
|
12,994
|
8.9
|
0:26:17
|
|
24
|
Scripps Networks Interactive
|
12,782
|
8.8
|
0:06:26
|
|
25
|
Viacom Digital
|
12,364
|
8.5
|
0:26:11
|
|
* Time Warner division excludes Turner Network’s audience
Source: Nielsen Online
Note: The parent level is defined as a consolidation of multiple domains and URLs owned by a single company or division.
|
|
Top 25 brands
Week ending Jan. 18 |
|
|
Parent
|
Unique Audience (000)
|
Reach %
|
Time spent per person (hh:mm:ss)
|
|
1 |
Google
|
94,783
|
64.9
|
0:27:39
|
|
2 |
Yahoo!
|
82,297
|
56.4
|
1:12:10
|
|
3 |
MSN/Windows Live
|
67,457
|
46.2
|
0:54:08
|
|
4 |
Microsoft
|
60,479
|
41.4
|
0:16:07
|
|
5 |
AOL Media Network
|
51,376
|
35.2
|
1:32:21
|
|
6 |
YouTube
|
43,975
|
30.1
|
0:25:26
|
|
7 |
Fox Interactive Media
|
38,283
|
26.2
|
0:38:01
|
|
8 |
Facebook
|
32,353
|
22.2
|
1:09:14
|
|
9 |
Apple
|
28,866
|
19.8
|
0:41:00
|
|
10 |
eBay
|
26,343
|
18.1
|
0:56:26
|
|
11 |
Wikipedia
|
25,882
|
17.7
|
0:08:57
|
|
12 |
Amazon
|
25,159
|
17.2
|
0:12:57
|
|
13 |
Weather Channel
|
21,075
|
14.4
|
0:14:18
|
|
14 |
Blogger
|
20,741
|
14.2
|
0:06:00
|
|
15 |
Ask Search Network
|
19,332
|
13.3
|
0:09:56
|
|
16 |
CNN Digital Network
|
18,999
|
13.0
|
0:18:38
|
|
17 |
AT&T
|
16,068
|
11.0
|
0:20:16
|
|
18 |
About.com
|
15,567
|
10.7
|
0:03:16
|
|
19 |
Craigslist
|
15,190
|
10.4
|
0:39:18
|
|
20 |
Glam Media
|
14,498
|
9.9
|
0:10:12
|
|
21 |
Real Network
|
13,872
|
9.5
|
0:19:24
|
|
22 |
Bank of America
|
12,055
|
8.3
|
0:20:41
|
|
23 |
Disney Online
|
9,887
|
6.8
|
0:18:53
|
|
24 |
Wal-Mart Stores
|
9,432
|
6.5
|
0:09:16
|
|
25 |
IMDb - Internet Movie Database
|
9,140
|
6.3
|
0:08:26
|
|
Source: Nielsen Online
Note: The brand level is defined as a consolidation of multiple domains and URLs that has a consistent collection of branded content. |
|
Top 25 advertisers
(excludes house ads)
Week ending Jan. 18 |
|
#
|
Company
|
Impressions (000)
|
|
1 |
Netflix, Inc.
|
2,953,576
|
|
2 |
Vonage Holdings Corp
|
1,666,692
|
|
3 |
Experian Group Limited
|
1,326,197
|
|
4 |
AT&T Corp.
|
1,183,400
|
|
5 |
Scottrade, Inc.
|
1,143,014
|
|
6 |
Travelzoo.com
|
911,489
|
|
7 |
H&R Block, Inc.
|
772,809
|
|
8 |
NexTag, Inc.
|
700,273
|
|
9 |
United Online, Inc.
|
584,062
|
|
10 |
Verizon Communications, Inc.
|
575,682
|
|
11 |
Deutsche Telekom AG
|
572,961
|
|
12 |
Progressive Casualty Insurance Company
|
560,781
|
|
13 |
Degrees.info
|
470,588
|
|
14 |
InterActiveCorp
|
470,182
|
|
15 |
Bottom Line Publications
|
455,800
|
|
16 |
E*TRADE FINANCIAL Corp.
|
413,360
|
|
17 |
InternetGiftPromotions.com
|
398,627
|
|
18 |
Medifast, Inc.
|
383,404
|
|
19 |
VacationsToGo.com
|
307,038
|
|
20 |
Weight Watchers International, Inc.
|
298,762
|
|
21 |
TD Ameritrade Holding Corporation
|
297,811
|
|
22 |
Sales Spider
|
297,416
|
|
23 |
GIO General Ltd
|
283,811
|
|
24 |
Time Warner Inc.
|
273,319
|
|
25 |
Apollo Group, Inc.
|
266,509
|
|
Source: Nielsen Online, AdRelevance
Note: Nielsen Online, AdRelevance service estimated online advertising expenditures account for CPM-based image-based advertising. All reported estimated expenditures and impressions do not account for the following placement types: text only, paid fee services, performance-based campaigns, sponsorships, barters, in-stream ("pre-rolls") players, messenger applications, partnership advertising, promotions and email campaigns. AdRelevance currently does not report estimated spending for paid search advertising. Also, Nielsen Online, AdRelevance reporting data reflects advertising activity served on pages accessible via the World Wide Web and not within AOL's proprietary service. |
|
Top 25 advertising sites
(excludes house ads)
Week ending Jan. 18 |
|
|
Company
|
Impressions (000)
|
|
1 |
Yahoo!
|
14,889,187
|
|
2 |
MSN
|
2,747,464
|
|
3 |
Comcast.net
|
1,519,801
|
|
4 |
AOL.com
|
1,505,332
|
|
5 |
FOXNEWS.COM
|
957,921
|
|
6 |
The Weather Channel
|
722,550
|
|
7 |
Facebook
|
717,105
|
|
8 |
IMDb
|
527,961
|
|
9 |
eBay
|
484,656
|
|
10 |
MySpace
|
370,239
|
|
11 |
MSNBC
|
354,783
|
|
12 |
Pogo
|
352,168
|
|
13 |
Juno
|
314,078
|
|
14 |
Charter.net
|
299,605
|
|
15 |
Home & Garden Television
|
286,787
|
|
16 |
New York Times
|
255,075
|
|
17 |
YouTube
|
237,818
|
|
18 |
ESPN.com
|
226,633
|
|
19 |
Amazon
|
221,749
|
|
20 |
CNN
|
210,549
|
|
21 |
CNBC
|
206,004
|
|
22 |
Photobucket
|
202,263
|
|
23 |
CNN Money
|
199,671
|
|
24 |
Tagged
|
199,661
|
|
25 |
NeoPets
|
193,168
|
|
Source: Nielsen Online, AdRelevance
Note: Nielsen Online, AdRelevance service estimated online advertising expenditures account for CPM-based image-based advertising. All reported estimated expenditures and impressions do not account for the following placement types: text only, paid fee services, performance-based campaigns, sponsorships, barters, in-stream ("pre-rolls") players, messenger applications, partnership advertising, promotions and email campaigns. AdRelevance currently does not report estimated spending for paid search advertising. Above data does not include any house advertising activity. Also, Nielsen Online, AdRelevance reporting data reflects advertising activity served on pages accessible via the World Wide Web and not within AOL's proprietary service. |
|
Average use
Week ending Jan. 18 |
|
|
Current Week
|
Last Week
|
% Change
|
|
Sessions/Visits per Person
|
17
|
17
|
0
|
|
Domains Visited per Person
|
42
|
43
|
-2.33
|
|
PC Time per Person
|
19:25:05
|
19:28:58
|
-0.33
|
|
Active Digital Media Universe
|
145,953,738
|
145,962,313
|
-0.01
|
|
Current Digital Media Universe Estimate
|
229,242,066
|
229,154,856
|
0.04
|
|
Source: Nielsen Online |
© 2012 Media Life
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