Pepsi scores with online sponsorship of SuperBowl.com

MUMBAI: Pepsi has once again emerged as the big winner this year with its online sponsorship of SuperBowl.com, according to a non-sponsored study by Claria Corporation which focussed on users' online behaviour and the impact of event-driven advertising.

Pepsi, the returning sponsor of the official web site of Super Bowl has thus retained its popularity while generating high awareness of its sponsorship. Claria measured user response to the Pepsi sponsorship and conducted a survey with a sample of over 500 users who had recently viewed SuperBowl.com.

A second survey was conducted among 900 users the day following the Super Bowl to measure reaction to TV ads that ran during the game. Claria also measured online traffic to websites of companies who ran television ads during the show. Finally, Claria analysed Super Bowl and NFL related web site traffic and search queries from 1 December through 1 February. The results showed that the unaided recall of Pepsi's advertising was 40 per cent while the aided recall was 52 per cent. Pepsi's website also saw a 53 per cent increase in traffic during the seven days leading up to the Super Bowl.

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