Search trends have been credited for correctly forecasting an American Idol winner in the past. Today, SEO.com writes that Google Trends results could be indicative of today’s primary winners as “The amount of Google searches for a candidate’s last name has directly correlated with the winner of that state in every primary and caucus to date.” McCain and Obama have the largest number of searches.
First, the big question: if ad recall depends on viewer’s emotions, who do you think will remember more of the ads: Giants’ or Patriots’ fans?
Onto the stats.
Press release: “TiVo announced this year’s top Super Bowl commercial moments. This information was prepared using aggregated, anonymous, second-by-second audience measurement data about how TiVo subscribers watched the game.
Commercials featuring slapstick humor and celebrity appearances dominate the list, with stars like Justin Timberlake, Shaquille O’Neal, and Carmen Electra claiming a spot on the list. Yet, for all the star power they generated, the E-Trade talking baby may have upstaged them all, taking the coveted top spot thanks to a humorous look at using E-Trade.
TiVo’s audience measurement analysis is based on aggregated data from a sample of approximately 10,000 anonymous households with TiVo service. TiVo viewership information gauges the interest in programming content by measuring the percentage of the TiVo audience watching in “play†speed.”
It’s gotta be the first baby spot, not the one with the clown. I’m ashamed to admit that I’d never laughed so hard during a commercial as I did at baby’s “whoah” at the spot’s end. I also loved Coke’s balloons.
E-Trade’s “Baby” Superbowl spot.
USA Today AdMeter scores here: 2008, 2007, 2006, 2005, 2004, 2003, 2000-1989. Since this year AdMeter celebrates its 20th anniversary, the newspaper asked its panel to rank all previous winners as well. The results are here: it’s a Pepsi spot from 1996.
USA Today: How AdMeter works.
Last November, I spent some time poking around and trying to figure out where the “an average American is exposed to 5000 ad messages” number had come from (see the original post). President of Yankelovich J. Walker Smith, whom I cited as one of the sources, offered his explanation in a comment to the post on Hill Holliday blog:
“Still, it’s interesting to know how these ad exposure estimates are calculated. The oldest such estimate is the one cited by David Shenk in Data Smog. His figure comes from a figure cited in Alvin Toffler’s 1971 book Future Shock. Toffler’s figure came from a conference speech that cited a number calculated by Bill Moran for use in that speech (delivered by his boss) when he was running the research function at Y&R. I know this because I am a friend of Bill’s and he has related this story to me. Bill made a simple calculation. He simply conducted a thought exercise and went through the typical day for a typical person in a typical American big city in the 1960s. How many times would such a person be exposed to some sort of ad, logo or promotion? He came to around 500. It’s that simple, and that’s where this early figure comes from.
Note what is being calculated here. Not the number of ads people pay attention to, but the number of ads that people might pay attention to. It’s exposure opportunities. Obviously, we live lives nowadays in which ever more of the white space around us is crowded with ads. Thus, we have many more opportunities for ad exposure.”
Earlier:
Dissecting Advertising Clutter, Part I
Advertising Clutter in 1759
“In its Spring 2007 in-person, in-home survey of approximately 26,000 adults (ages 18+), MRI asked whether consumers had seen advertising delivered via various alternative media and, if they had, whether they had “considerableâ€, “some†or “not much†interest in those advertisements. 49.3% of consumers (who have seen at least one billboard ad) report “considerable†or “some†interest in the ads that appear in this format.”
– pdf of the press release, MRI newsroom
Brand Experience Lab shares some results from the in-theater games they did for MSNBC (The Newsbreaker) in the US and for Volvo in the UK (video below).
For the Newsbreaker:
78% played the game
93% want more games in cinemas
86% prefer a game to an ad
71% unaided MSNBC brand recall
75% more likely to use MSNBC
Definitely one of the coolest ad things from 2007.
During commercial breaks,
In other news, this winter fewer people eat (68.8%) and more people do laundry (58%) while consuming media (70% and 57.4% in July 2007, respectively). This and other amusing tidbits in the new BIGresearch’s research of simultaneous media consumption SIMM 11.
Shoemoney, one of the most successful “make money online” blogs, writes that the value of traffic driven by ads to a blog is best measured by how much it adds to the blog’s RSS subscriptions since there’s a correlation between RSS subscriptions and revenue. This rather neat model wouldn’t work for blogs whose main traffic driver is search, though.
Chart Chooser is a tool from Juice Analytics that, as its name suggests, lets you pick the right chart for your data and download an appropriate template for Excel or PowerPoint.
On a related note, you can generate dynamic charts on the fly with the newly released Google Charts API.
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
