VIRGINIA: comScore Networks which claims to be the standard in Internet behavioural measurement, has reported an analysis of consumer behaviour associated with Super Bowl XXXVII. The analysis revealed that several marketers who invested in Super Bowl television advertising drew significantly higher audiences to their respective Web sites not only on game day, but also on the following Monday as consumers compared notes on favourite commercials and the brands that produced them.
The survey also revealed that women are particularly interested in the ads. Nearly one in six respondents to a US online survey conducted by comScore were more interested in the ads than the game, while about half were equally interested in both the game and the ads. Interestingly, women accounted for three of every four respondents who were more interested in the ads than the game.
Highlighting an opportunity for integrated cross-media promotion, approximately one-third of respondents reported using the Internet just before, after or during the game. Previous comScore analysis had reported that nearly 50 per cent of US at-home Internet users have a television and PC in the same room.
A number of television advertisers’ Web sites posted dramatic increases in the number of visitors within minutes of the actual television advertisement airing. For instance Warner Bros ran one ad for The Matrix sequels and one for Terminator 3. Traffic jumped to more than 300 per cent at their respective sites.
While a great many people visited Super Bowl advertiser Web sites during the game, the highest traffic levels to these sites occurred the Monday after, when Web users at home and work resumed their regular weekday surfing routines. This would appear to indicate that word of mouth advertising played a key role in increasing interest in the advertised products and services – and that the Internet played a key role in satisfying consumers’ needs.
When it came to favourite TVCs, survey respondents most often picked Budweiser’s football-playing Clydesdales and Bud Light’s beer drinking clown. Levi’s bison stampede and Pepsi Twist’s Ozzie Osbourne commercials were among respondents’ least favourite ads.
