Every year ridiculous amounts of money are spent on ads during the Super Bowl, and every advertiser hopes their ad drives user interest. We pointed out yesterday that Groupon’s fake PSA ads, while generally offensive, generated quite few searches for the company. Today, we’re rounding up some winners and losers – brands that saw spikes in search traffic coming into the Chitika advertising network, and brands that saw no change.
Auto Industry Winners: Chrysler and Volkswagen.
With two of the more memorable ads, featuring well-known icons Eminem and Darth Vader, Chrysler and Volkswagen managed to more than double the amount of people searching for their brands online.
Auto Industry Losers: Chevy, Audi, and BMW
These three auto manufacturers were running head-to-head with VW and Chrysler’s memorable ads, but it’s still interesting to note that searches for their brands remained relatively unchanged from one week prior.
Movie Winners: Captain America and Transformers
Both saw initial spikes in search traffic, and both movies’ traffic has sustained its jump.
Movie Loser: Thor
Up against fellow Avenger Captain America, Thor’s search bump was nonexistent. In this case, the shield beat the hammer.
For more information on this study, contact:
Daniel Ruby
Research Director, Online Insights
Chitika, Inc.
+866.441.7203 x966
insights@chitika.com
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Is the amount of money spent on super bowl really ridiculous, when you reach that amount of people at one time, the extra two to so days of media attention your brand receives for running, and according to your stats the increase in amount of searches. What is ridiculous is not running ad that is memorable.
A good point; I’d certainly say that for Chrysler and Volkswagen, the amount of money was far from ridiculous. Your point of “not running ad that is memorable” is really important; out of the, what, hundred or so ads shown, people remember maybe 5? The odds are stacked against brands unless they create an absolutely amazing or funny ad (Chrysler, VW, Doritos) or one that ticks off half the country (Groupon, GoDaddy in years past, to a lesser degree HomeAway).